Landing Page

In GA4, the landing page is the first page a visitor sees in a session — the door they walked in through, not necessarily your front door. The landing page report groups sessions, engagement, and key events by that entry page, so you can see which pages actually start people's visits.

Why it matters

Most owners assume visitors arrive at the homepage and explore from there. For a content-driven site, that's rarely true. People arrive from search directly onto a specific article. The landing page report tells you which pages are doing the work of bringing people in — and those are the pages that deserve the sharpest writing and the clearest next step.

A concrete example

You filter the landing page report to the last 90 days and find that one guide accounts for 38% of all entrances, with a 64% engagement rate but zero key events. That page is your busiest front door, and it's letting people leave without doing anything. A single clear call to action on that one page could move more than a homepage redesign ever would.

The common misreading

The mistake is judging a landing page by raw sessions alone. A page with 5,000 entrances and weak engagement may be attracting the wrong audience from a mismatched search query. A page with 400 entrances and high engagement plus conversions is the quiet performer. Read entrances next to engagement rate and key events, never on their own.