Glossary · Web analytics
What is landing page?
A landing page is the page a visitor first arrives on from a link, ad or search result — and, in marketing, a standalone page designed for one campaign with a single call to action.
Analytics tools use the first meaning (the same thing as an entry page); marketers usually mean the second. Both matter, because the first page someone sees decides whether they stay.
Updated
How is landing page performance measured?
Landing page conversion rate = conversions from sessions that started on the page ÷ sessions that started on the page × 100
The core metrics are sessions (or visitors) that landed, bounce rate, and conversion rate for the page's goal. For paid campaigns add cost per conversion. For a SaaS, the most useful view is revenue per landing page: which first pages ended up producing paying customers, not just sign-ups.
Landing page example
A campaign sends 4,000 visitors to /lp/analytics-for-founders. 240 sign up (6% conversion) and 30 later pay $19/month. Your homepage gets 10,000 visitors, 300 sign-ups (3%) and 45 paying customers. The campaign page converts at twice the rate, but the homepage brings more revenue in absolute terms — both facts matter when deciding where to spend.
Why landing pages matter
Matching the landing page to the promise of the ad, email or search result is one of the cheapest conversion wins available. A visitor who clicked "free UTM builder" and lands on a generic homepage leaves; one who lands on the tool stays.
Common landing page pitfalls
- Untagged campaign links. Without UTM parameters, campaign landings blend into direct or referral traffic.
- Session vs first-touch. A visitor's landing page for today's session may differ from the page they landed on the first time. Revenue reports usually credit the first one.
- Too many variants. Ten landing pages with 100 visitors each won't tell you which works. Check sample size before splitting traffic.
- Noindexed pages in reports. Campaign-only pages are often noindexed; they'll never appear in Search Console, only in analytics.
How VisitTrack reports landing pages
Every session's first page appears in the Overview's Entry page tab, filterable like any other dimension. For revenue, each payment is credited to the visitor's first touch — first referrer, first UTM source/medium/campaign and first landing page — so the Revenue tab shows which landing pages produced paying customers, not just visits. Set a goal on your sign-up event to compare landing page conversion rates.
Frequently asked questions
What is the difference between a landing page and a homepage?
A homepage serves every kind of visitor and links everywhere; a campaign landing page serves one audience with one call to action. In analytics, the homepage is simply one of many possible landing (entry) pages.
How do I track landing page conversions?
Tag inbound links with UTM parameters, record the conversion as a goal or custom event, then filter your conversion report by the landing (entry) page. Tools with revenue attribution can show revenue per landing page too.
Related terms
- Entry pageAn entry page is the first page a visitor views in a session — the page through which they entered the site on that visit.
- Conversion rateConversion rate is the percentage of visitors (or sessions) that complete a desired action — a sign-up, purchase, demo request or any other goal — out of all visitors (or sessions) in the same period.
- UTM parametersUTM parameters are five standard query-string tags — utm_source, utm_medium, utm_campaign, utm_term and utm_content — added to a link so analytics tools can attribute the visit to a specific source, channel and campaign.
- First-touch attributionFirst-touch attribution is an attribution model that gives 100% of the credit for a conversion or payment to the source of the visitor's very first visit, ignoring every visit that came after it.
- Bounce rateBounce rate is the percentage of sessions in which a visitor viewed only one page and left without viewing a second page.
Tools and guides
See which channels actually bring paying customers
VisitTrack is cookie-free analytics with revenue attribution built in. One script tag, no consent banner, live in two minutes. 14 days free, no card required.