What is a landing page in GA4?
The landing page is the first page someone saw in a visit. Why it matters for SEO and launches, where to find it in GA4, and what (not set) means there.
A landing page is the first page someone saw in a visit: your homepage, a blog post, a docs page. Landing pages show what brings people in, which is often different from the pages they view most.
Why it matters
- For SEO: landing pages from Google show which pages rank and bring visitors.
- For launches: you see whether people arrive on the page you shared.
- For signups: with key events, you see which first pages lead to signups.
Where to find it
Reports → Engagement → Landing page, with sessions, users and key events for each one. You can also add Landing page as a dimension in Traffic acquisition to see which source brought people to which page.
Landing page shows (not set)
When a session has no page view (for example, it started with another event, or the tag fired late), GA4 has no landing page for it and shows (not set). A small share is normal. (not set) explained.
In SimpleDash
The Pages card has a Landing pages tab: where visits started, by visitors. With Pro, What brings customers has a Landing pages tab, and What changed shows the landing pages behind each move.
Related
Last updated
Default channel group
GA4 sorts every visit into a channel, such as Organic Search, Direct, Referral or Email, using rules on source and medium. Each channel in plain words.
Attribution
Attribution decides which source gets credit for a signup or sale when someone visited several times. GA4's models in plain words, and where they apply.