What is a Landing Page in Google Analytics 4?

Finding the landing page report was simple in Universal Analytics, but in Google Analytics 4, it can feel like it’s gone missing. The good news is that the data is still there, you just need to know where to look. This article will show you exactly how to find, build, and analyze your landing page report in GA4.

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What is a Landing Page? A Quick Refresher

A landing page is simply the first page a visitor sees when they arrive at your website during a specific visit, or "session." It's their first impression of your site.

Tracking landing pages is fundamental for a few key reasons:

• First Impressions: It tells you which pages are drawing people in, acting as the primary entry points to your digital storefront.
• Campaign Performance: For paid ads or specific campaigns, the landing page is where you direct traffic. Analyzing its performance tells you if your message and a visitor's expectations are aligned.
• Content Strategy: For SEO, top landing pages are often the blog posts or pages that rank highest in search results, showing you which content is successfully attracting organic visitors.

In short, understanding which pages serve as your site's welcome mat - and how well they convert visitors - is a building block of effective digital marketing.

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GA4's New Approach: Events, Not Sessions

Before we jump into the "how-to," it helps to understand why the landing page report isn't a standard, out-of-the-box option in GA4 like it was in Universal Analytics (UA).

Universal Analytics was built around a session-based data model. Sessions and pageviews were the stars of the show. GA4 uses an event-based model, where everything - from a page view to a purchase - is tracked as an event. This is far more flexible, but it means some of the reports we took for granted now require a little customization.

Instead of giving you a fixed set of reports, GA4 gives you the building blocks to create the reports that matter most to your business. While this initially feels like more work, it ultimately gives you more power. Now, let’s go build our report.

How to Find Your Landing Page Report in GA4

There are two primary ways to access landing page data in GA4. The first method is faster and great for quick checks, while the second is more powerful for deep-dive analysis.

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Method 1: Customize an Existing Report (The Easy Way)

This is the most direct way to get a landing page report set up for everyday use. We'll simply add the "Landing Page" dimension to the existing "Pages and screens" report.

1. Navigate to the "Pages and screens" Report: In the left-hand navigation menu of GA4, go to Reports > Engagement > Pages and screens.
2. Customize the Report: In the top-right corner of the report, click the pencil icon that says "Customize report."
3. Add a New Dimension: On the right-hand side panel, click on "Dimensions" under the "Report Data" section. Then click "Add dimension."
4. Find and Add "Landing page": In the search box, type "Landing page." You'll see an option for "Landing page + query string." Select it. This dimension shows the full URL of the FIRST page a user landed on in their session, including things like UTM parameters (e.g., utm_campaign=summer_sale).
5. Set as Default (Optional but Recommended): Click the three vertical dots next to "Landing page + query string" and select "Set as default." Then, click "Apply" in the bottom right. Now, this will be the default dimension you see when you open this newly customized report.
6. Save the Report: Click the blue "Save" button in the top right. Choose "Save as a new report" and give it a memorable name like "Landing Page Report."

You now have a dedicated Landing Page report! To make it even easier to access, go back to the Reports > Library section and add your new custom report to one of your report collections, which will make it appear in the left-hand navigation menu.

Method 2: Create a Landing Page Exploration Report (The Powerful Way)

GA4's "Explore" section is where you can build completely custom reports from scratch. This is perfect when you want to analyze landing pages alongside other dimensions, like traffic source or device category.

1. Open the Explore Section: In the left-hand menu, click on "Explore" and then select "Blank" to start a new exploration.
2. Import Dimensions: In the "Variables" column on the left, click the "+" sign next to "Dimensions." Search for and import the following:
3. Import Metrics: Now, click the "+" sign next to "Metrics." Search for and import the metrics you want to analyze, such as:
4. Build Your Report: This is where the drag-and-drop magic happens. In the "Tab Settings" column:
5. Add Filters for Deeper Insights: Want to see the top landing pages from Google organic search? Drag "Session source / medium" to the "Filters" box. Select "contains" and type "google / organic." Now your report is filtered to show only landing pages from that specific traffic source.

The Explore section allows for nearly infinite combinations, letting you slice and dice your data in an extremely powerful way that standard reports can't match.

Key Metrics for Analyzing Your Landing Pages

Now that you have your report, what should you look for? Here are the most important metrics and what they tell you.

• Sessions: This is the number of times a new session began on that specific page. It's the most direct measure of how many visits are initiated from a given page.
• Engaged sessions & Engagement rate: This is GA4’s replacement for bounce rate. A session is deemed "engaged" if the visitor either stays on the site for more than 10 seconds (this is customizable), has a conversion event, or views at least two pages. The Engagement Rate measures the percentage of sessions that were engaged. A low engagement rate on an important landing page is a red flag that it isn't meeting visitor expectations.
• Conversions: If you've set up conversion events (like a form submission or a purchase), this column shows how many conversions occurred in sessions that started on that landing page. It's the ultimate measure of a page's effectiveness.
• Total users: This shows the number of unique user IDs who started at least one session on that page. It helps you understand the overall reach of your landing page.

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Actionable Ideas: How to Use Landing Page Data

Your landing page report isn't just a list of URLs, it's a road map for optimization. Use it to answer critical questions:

• Where's the front door? Sort by "Sessions" to see which pages are your main entry points. Are these the pages you expect people to land on? You might be surprised to find an old blog post is one of your most common entrances. Now you know to go update it with fresh content and calls-to-action.
• Which pages are falling flat? Look for pages with high sessions but a very low engagement rate or zero conversions. These "leaky" pages are attracting visitors who leave almost immediately. This is a prime opportunity for conversion rate optimization (CRO): is the page design confusing? Is the headline clear? Does the content match the ad or search query that brought the user there?
• Which campaigns are paying off? In your Exploration report, use filters to zero in on a specific campaign's traffic (e.g., Session source / medium contains facebook / cpc). Are users landing on the correct, dedicated landing page you built for that campaign? Is that page converting? This helps you measure your ad campaign's ROI directly.

Final Thoughts

Finding your landing pages in Google Analytics 4 just requires a quick, one-time setup to customize a report or build an exploration. Once you have it, you can move from just collecting data to using it to make smart decisions about your content, campaigns, and overall user experience.

While building custom reports in GA4 is powerful, we know it can still feel like a few too many clicks, especially when you need a quick answer. We designed Graphed to remove this friction by connecting directly to your Google Analytics account so you can get insights using plain English. Instead of building exploration reports, you can just ask, "Show me my top 10 landing pages from organic search last month and their conversion rates," and get an instant report. It helps you get answers from GA4 and all your other marketing platforms without having to be a data expert.