The ROI Revolution Blog
Why You Shouldn't Use the Top Landing Pages Report in Google Analytics
March 18, 2010
If you're trying to get landing pages that really grab your visitors, there's one Google Analytics report you absolutely cannot live without. And guess what?
It's not Top Landing Pages.
Before I unveil the report that ROIers use to do quick landing page analysis, let's find out why we're not big fans of the built-in Top Landing Pages report:
- It only shows entrances, bounces, and bounce rate
- It doesn't tell us conversion data for our landing pages
- It can't show the revenue generated by our landing pages
Thankfully, there is a way to get what we need for robust landing page analysis out of GA. Hit the jump to find out how.
The first method is the easiest. We just use an existing Google Analytics report, and segment by landing page. Just browse to Visitors > Map Overlay. Then use the dimension dropdown to select Landing Page:
Check it out:
Sure, Entrances and Visits aren't the same metric, but that's not really why I'm at this report. I'm here because I want to see how these landing pages stacked up when it came to getting visitors to sign up for my newsletter or buy my widgets. It wouldn't be the first time that I've seen a page with a higher bounce rate net me more cash than one with a slighter lower bounce rate.
So the Map Overlay report is fine and dandy, but you're probably wondering, "Why isn't he talking about Custom Reporting yet? Does he know there are Custom Reports now?"
Yes. He does. And you get a gold star, because this is a perfect case for why Custom Reports are awesome. If a built-in report isn't doing it for you, just build your own from scratch and start using the new one instead.
Here's a Custom Landing Pages Report:
Now you can compare everything you need. I've separated the Goal and Ecommerce data on separate tabs, but you can try and cram it all on one tab if you'd like. Add that bad boy to the Dashboard and you're good to go.
How do you like to check your landing page performance in Google Analytics? Leave a comment and let us know!
Google Analytics for Online Advertisers
Here at ROI Revolution, we consider Google Analytics tracking essential for paid search, so it's included in our PPC Campaign Management service.
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