Google Reintroduces Landing Pages Reports in GA4


The return of Google’s landing pages reports is a bright spot for analytics practitioners who are already familiar with them from Universal Analytics.

Welcoming back an old friend can be a great feeling. Many analytics practitioners using GA4 are experiencing just that since Google announced it was adding a landing page report to GA4 last month.

News regarding something as mundane as a report may seem a bit anticlimactic compared with other headlines and what’s floating around on social media these days. But for analytics practitioners this is a bright spot because of the familiarity marketers have with landing pages and from their use in Universal Analytics.

So how can marketers leverage an old favorite in their new GA4 environment? To answer that question, marketers need to consider what role landing pages and their consequential reports play in planning customer experience.

Landing Pages Basics

Landing pages seem simple, just one HTML page with some information. But they play an important part in converting people who casually discover your company online into customers or clients. A landing page is a dedicated page used to provide people with basic information before they move more deeply into your website. People often land on these pages after clicking on a digital ad. But the scope of their use has grown, and marketers also often use them for social media ads, QR codes, email newsletters or even digital display billboards. 

The landing page copy has also changed. The page was originally meant to avoid sending people to a website page with an overwhelming amount of information, such as lots of product descriptions and links. Too many landing page elements can swamp the visitor rather than allowing the person to consider a conversion action. 

I suspect marketers this year will be measuring a lot of landing page performance against registrations. People use landing pages for subscriptions to email newsletters, webinars, podcasts and the like. This means an opt-in/opt-out behavior will be more of a norm, encouraging marketers to turn to a trusted format to manage data governance concerns. 

Related Article: New Google Analytics Metrics Improve How Marketers Learn About Customer Experience

What the Google Landing Page Report Provides

The landing page report has a brief, straightforward history in the Google Analytics environment. It was available in the previous version of Universal Analytics, but Google did not initially offer it and other reports in GA4. This was a temporary move as Google has restored them as featured function in the events-driven architecture of GA4.

In Google Analytics 4 the Landing Page report appears in the Life Cycle segment in the left navigation menu of the analytics account. After you click on the segment, you click on Engagement. You will then see a report among the other Engagement reports. Google provided a snapshot of what the new landing page report will look like, a similar layout to its other Engagement reports.

The landing page report will compare each page according to five metrics very familiar to analytics practitioners — average engagement time per session, conversions, new users, views and total revenue.



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