Become a Better Marketer. Anytime, Anywhere.

Listen and learn on the go with Unbounce’s Call to Action marketing podcast. Tune in and get inspired in the car, while you cook, or at the gym.

Using Analytics to Measure Your Landing Page Performance

Even marketing rockstars sing the praises of Google Analytics, a free program that makes it possible to track various features of website performance. While there are other, proprietary programs that offer analytics features, this article focuses on using Google Analytics for analyzing landing page performance.

If you’re not measuring, you’re not marketing. (original image source)

We’ll cover some basic and advanced topics:

  • Getting and setting up Google Analytics
  • Understanding the main dashboard
  • Remedying bounce rate issues
  • Setting up goals
  • Landing page specific data sets

Getting Google Analytics

If you don’t already have Google Analytics, go to, sign up for an account and obtain your tracking code. Google Analytics tracking code should be placed on every page of a website the user wants to analyze. Websites using the WordPress platform can easily do this by adding the code to the main theme settings, or use Google Analytics for WordPress, which will automatically populate it on each page.

You can also add it to your Unbounce landing pages by following these instructions [Video].

The Google Analytics Dashboard

The main Google Analytics dashboard for a website looks something like this:


This dashboard offers a snapshot of website activity, including the total number of visits, new visitors and returning visitors, unique visitors, average time per site, average pages viewed per visit, and a bunch of other basic stats.

To drill down to landing-page specific information, click on the “Content” tab in the left-hand column and select “Landing pages.” This screen illustrates the pages functioning as entrance pages on the website, or landing pages.


Categories include the number of visitors, average time spent on the site, pages per visit, percentage of new visitors, and bounce rate. A bounce is a visitor who leaves a page immediately upon landing on it, and this is an important indicator of landing page performance. High bounce rates indicate that the keywords or traffic sources leading visitors to the page aren’t relevant enough. Visitors who land on the page immediately think it’s not what they were searching for and leave. (What you want is Unbouncing, yo?)

Remedying Bounce Rate Issues

To decrease bounce rates, a few factors should be considered.

  • Are the keywords directing visitors to the page relevant? If using paid search, modifying the key terms you’re bidding for can help. For organic search, on-site content should be revised to reflect more relevant terms.
  • Is the landing page design functional, and does it follow a logical eye path? If landing page design is too confusing for readers, they’re likely to bounce from the page.
  • Does landing page content present a problem, a solution and a clear call to action? Landing pages that leave too much guesswork for visitors are likely to have high bounce rates.

Setting up Goals

Google Analytics allows webmasters to set up specific conversion goals for optimal tracking. Examples of goals are “thanks for registering” pages or “download completed” pages. These types of pages indicate that a user has taken a requested action, and the resulting stats clearly show how well a landing page is converting based on completed goals as a percentage of total visitors.

Under the “Conversions” tab, select “Goals” and then “Overview” from the drop-down menu. Then click “Set up goals” in the resulting screen. The resulting screen looks like this:


A basic Analytics account allows users to set up to four sets of five goals, for a total of 20 goals per profile. Goals are easy to set up and a useful way for tracking landing page performance can even be set-up to track Events, Pages per Visit, or Visit Duration as a goal. You should start out by using Head Match, like displayed above, and assign a goal value to help you understand what each visitor is worth.

Drilling Down to Landing Page Specific Data Sets

Finally, most webmasters are interested in analyzing data from under-performing landing pages, or even top-performing landing pages to determine where exactly the secret sauce lies. From the landing pages report, users can click on an individual landing page. The resulting screen looks much like the main overview screen, except the data represents the specific landing page only, not the site as a whole. In the toolbar directly under the graph, there’s a drop-down menu that allows users to select a secondary dimension. Herein lies the key to true landing page analysis.


Note there are a number of options for drilling down data, including traffic sources, visitors, technology and content. Selecting the traffic sources option and filtering further to keyword, source, medium, campaign, ad content or visitor type displays the sources leading visitors to a landing page, so marketers can easily determine what search engines are sending the most visitors, what keywords have the highest and lowest bounce rates, and so forth.

Armed with this data, marketers can fine-tune landing pages to meet very specific needs and monitor performance with a few simple mouse clicks. Landing page optimization is reliant on numerous variables, and Google Analytics offers a valuable selection of tools to track exactly how landing pages are performing in relation to each.

— Angela Stringfellow

default author image
About Angela Stringfellow
Angela Stringfellow has spent the last few years of corporate life working in marketing management in the healthcare industry before transitioning her real-world marketing experience to the web. For the past several years, Angela has worked as a consultant with businesses small and large to build comprehensive social media campaigns, blogging and editorial strategies and enhance overall brand reputation and media presence, with a primary focus on Web 2.0 technologies and content marketing.
» More blog posts by


  1. Nitin

    awesome work

  2. Ted Kolovos

    I like how you summarized setting up goals in an easy to follow fashion.
    Do you have any advice for how to track ppc keywords that result in lead generation? For example, how could you track the keywords somebody used to sign up for your email list?

  3. Dave Fowler

    In-Page Analytics is a really cool way to visualise how users behave on your landing pages. In it’s simplest form it will show you an overlay of a page, indicating where people clicked most and least. For anyone unfamiliar with the feature I highly recommend taking a look – assuming you’re using the newer Google Analytics interface, just select ‘Content’ from the left hand navigation and you’ll see ‘In-Page Analytics’ at the bottom of the list. Enjoy :-)

  4. SMO - Strategy - Conversion - Performance | Pearltrees

    […] Analytics for analyzing landing page performance . We’ll cover some basic and advanced topics: Using Analytics to Measure Your Landing Page Performance | Unbounce landing page optimization Design SEARCH Conversion Rate Optimization Web Development [+] […]

  5. Email Marketing is Dead : StartupMana StartupMana

    […] Email marketing is a numbers game! When starting out your conversion rate will be terrible. Build multiple variations with different subjects, pitches and landing pages to improve your conversion rate. Just make sure to use analytics to track email click through rate and landing page performance. […]

  6. ViviCas

    Thanks a lot for this tutorial, I used unbounce yesterday, and i had to add a google analytics track on my landing page from my website
    Thanks again from a neo webdesigner !

  7. The Busy Professional’s Guide to Promoting a Business Blog | Growing Your Biz

    […] what you’re tracking and where. For example, here’s a great post that shows you how to use Google Analytics to measure your landing page performance and here’s a post by Ileane Smith on three ways to track video […]

  8. What is Landing Page Optimization? An Absolute Beginner Guide. | Marketing Funda

    […] Using Analytics to Measure Your Landing Page Performance – Unbounce […]

  9. 4 Ways to Track a Marketing Campaign | My Quickbooks Training

    […] this webpage’s address in your ad. Using a program such as Google Analytics, you can then track how many people visit the page after seeing the […]

  10. M Azad

    Hi, Angela

    Thank you for sharing this, It is very useful to check landing pages performance

  11. What’s a “Landing Page” and Why Should I Care? | Communicate!

    […] and then leave–it is both their landing page and their exit page, so you have a high “bounce rate“–you might want to make that page more enticing.  You’d rather have them explore […]

  12. Cristian

    Excellent article, but i would like tu see more about goals. thanks

  13. Andrea

    hello, sorry to bother you, but I saw your blog and I thought it could help me out with Google Analytics, I wanted to ask if by chance you could explain to me why when I go to view the user to see the flow path, because in practice when I see the way I get only the landing page identified by a “/” and so do not know in practice what they see virtually on my site.
    Another problem I have is that when I set the gool to see how many people sign up to the newsletter gives me the result is always 0 even if you are enrolled in so many … can you help me? thank you.

    greetings Andrea

  14. Glossary Pages: Content Marketing | Cornerstone Content

    […] when I run a landing page report in GA, I can filter by “/r/” and get a segmented content report, which allows me to see total page […]

  15. Inside PPC: Landing Page Best Practices, Part Two | Hot Click Marketing

    […] For more info on using Google Analytics to measure your landing page performance take a look at this article by the guys over at Unbounce. […]

  16. buy wow gold cheap

    At rai wow buy gold safe ditem,wow buy gold safe, you will get various WOW Gear for Sale with Low Price and 100% Safety Guaranteed. Buy WOW items Now to Improve Your Defense and Attack in World of Warcraft!

  17. aso app store optimization

    Looking for a trusted agency to market your app,app stor app store optimization companies e optimization companies? Appstoreaso is always your first choice!

  18. Alfredo

    Very good information about Analytics and landing page. Thanks, it helped me a lot

  19. Louis Lh.

    I’ve been looking for a way to track the landing page very badly, to see how well it works so far. Definitely a great guide on Google Analytics.