GA4 Landing Page Reports: How to Analyse and Act on Them

Finding the Landing Page Report in GA4

The Landing Page report in GA4 is at: Reports then Engagement then Landing page. It shows which URLs users first land on when entering your site, with metrics for sessions, engagement rate, and key events for each landing page.

Key Metrics to Analyse by Landing Page

• Sessions: how much traffic each page receives as an entry point
• Engagement rate: what percentage of sessions on each landing page result in engaged sessions (10+ seconds, 2+ pageviews, or conversion)
• Key events (conversions): how many conversions originated from each landing page
• Conversion rate: (not shown by default) add this by creating a custom metric in Explorations

The Most Important Analysis: Landing Page by Channel

The default Landing Page report shows all traffic combined. The most valuable analysis adds the traffic source dimension to see how each landing page performs per channel:

1. In the Landing Page report: click "+" next to the primary dimension
2. Add "Session default channel group" as a secondary dimension
3. Now each landing page row is broken down by channel (Organic Search, Paid Search, Direct, etc.)

This reveals: which landing pages work for paid traffic (higher engagement, higher conversion) vs which ones only perform well for organic (high sessions from informational searches, low conversion intent).

Diagnosing Low Engagement Rate Landing Pages

Pages with engagement rate below 30-40% are concerning. Investigate:

• Traffic quality: if the page is a paid landing page with 25% engagement rate, the paid traffic may be poorly targeted — users are bouncing because the ad promise does not match the page content
• Page speed: run the page through PageSpeed Insights — pages that take 4+ seconds on mobile lose users before engaging
• Mobile UX: filter the landing page report by Device Category = Mobile. Low engagement on mobile but high on desktop indicates a mobile UX issue
• Above-fold content: does the page immediately communicate what it is and what the user should do? A vague hero section creates high exit rates

Finding High-Potential Pages

Look for landing pages with:

• High traffic + low conversion rate: these pages are attracting visitors but not converting them — a clear optimisation opportunity
• Low traffic + high conversion rate: these pages convert well but need more traffic — candidates for increased paid traffic or SEO investment

Using Explorations for Deeper Analysis

The standard Landing Page report has limited dimensions. For deeper analysis:

1. Explorations then + then Free-form exploration
2. Rows: Landing page, Session source/medium
3. Metrics: Sessions, Engaged sessions, Key events, Engagement rate
4. Filter: specific channels or date ranges for comparison

Summary

The GA4 Landing Page report is one of the most actionable reports in the platform — it directly connects content performance to conversion outcomes. Add the channel secondary dimension for the most insightful view. Focus optimisation effort on high-traffic, low-engagement pages and high-conversion pages that need more traffic.

See our GA4 Setup & Audit service for report configuration and analysis.

Need help making sense of your GA4 landing page data? Contact Adslytics.