How to Read the GA4 Landing Page Report
Short answer
The GA4 landing page report is under Reports, then Engagement, then Landing page. It lists the first page of each session with sessions, active users, new users, engagement time, key events and revenue.
In this article
The GA4 landing page report lists the first page a visitor opens in each session, together with the results of that session. A landing page is the page path and query string of the first pageview in a session.
The landing page report is the one to open when a client asks which pages bring visits and form submissions. This guide covers where to find the report, what each metric means, how to separate organic traffic and what the value (not set) means.
Where is the landing page report in GA4?
The landing page report is under Reports, then Engagement, then Landing page. The menu names here follow the English GA4 interface.
The landing page report can be missing from the left menu when the property's report collections were changed. A user with the Editor role or higher can add the report back from the Library.
What do the metrics in the landing page report mean?
The landing page report shows 6 metrics by default: sessions, active users, new users, average engagement time per session, key events and total revenue. Editors and Administrators can add or remove metrics.
| Metric | Meaning in the landing page report |
|---|---|
| Sessions | Sessions that started on that page |
| Active users | Users with at least 1 engaged session or a first visit in the report period |
| New users | Users visiting the site for the first time |
| Average engagement time per session | Average time the page was active on screen per session |
| Key events | Events marked as important actions, such as a form submission |
| Total revenue | Revenue from purchases, in-app purchases, subscriptions and ads |
Landing page data is counted per session. One user can show under 2 different landing pages when they came in 2 different sessions. Key events are covered in the guide to GA4 key events.
How do you see organic traffic per landing page?
Organic traffic per landing page shows once you add Session source / medium or Session default channel group as a secondary dimension. The google / organic row shows visits from Google Search.
To separate organic traffic per landing page:
- Open Reports, then Engagement, then Landing page.
- Click the plus sign next to the Landing page column title.
- Choose Session default channel group to see every search engine, or Session source / medium for Google alone.
- Type /blog in the table search box to see only pages that start with /blog.
The Organic Search channel includes search engines other than Google. As a result, GA4 organic sessions per landing page won't match Search Console clicks per page. The gap is covered in the guide to Search Console clicks vs GA4 sessions.
Organic sessions · 1,000
Every Organic Search session that started on that page.
Engaged sessions · 620
Sessions that lasted over 10 seconds, viewed at least 2 pages or had a key event.
Key events · 18
Sessions that sent a form or completed another important action.
Example numbers, not data from a real site.
What does (not set) mean in the landing page report?
The value (not set) in the landing page report means GA4 couldn't link the session to a first page, since it has no page_view event. Sessions with only other events end up in this row.
Check the Google tag setup when the (not set) row is among the top 10 rows of the table. A page_view event has to fire on every page, including pages opened straight from an ad or an email.
How do you use the landing page report in a client report?
Use the landing page report to show the pages that brought the most organic sessions and key events this month. Compare it with the month before, so the client sees which pages rose and which fell.
A landing page table in a monthly report can hold these columns:
- The landing page and this month's organic sessions.
- The change in sessions against last month.
- Key events and the key event rate per session.
- A note on the work done on that page, such as content updated on a given date.
Landing page data usually goes in the traffic quality part of the monthly SEO report. Recalytics pulls sessions and key events per landing page from each client's GA4 into the monthly report.
Frequently asked questions
How do the landing page report and the Pages and screens report differ?
The landing page report only counts the first page of each session. The Pages and screens report counts every page view.
Why do landing pages include parameters like ?utm_source?
The Landing page dimension includes the query string of the first pageview. The same page with different parameters can show in separate rows.
How do you see the pages opened after a landing page?
Use a Path exploration. A Path exploration shows the top 5 pages viewed after the chosen landing page.
Sources
The Recalytics Team writes guides on SEO and analytics reporting for digital agencies and website owners, based on Google's official documentation and Search Console and GA4 data.