Why Do Landing Pages Matter for Conversion Rate?
Not all landing pages are created equal. Some welcome users like a friendly doorman, while others feel more like a locked basement door. In my experience, a single bad landing page can quietly burn through thousands in ad spend without showing a single sale. Knowing which entry points actually convert is the difference between scaling campaigns and throwing money into the void.
How Do You Actually Measure It?
The trick is simple: segment your sessions by landing page, then see how many of those sessions led to a conversion. It’s not rocket science, but it does require a bit of SQL. In practice, I usually:
• Count the total number of sessions per landing page.
• Count how many of those sessions include a conversion event (purchase, signup, whatever matters to your business).
• Divide one by the other to get the rate.
That’s it. Suddenly, your mess of raw data starts telling you a clear story: which pages are heroes, and which are dead weight.
What Do You Do With the Result?
Once you’ve got conversion rates by landing page in BigQuery, you stop guessing. Instead of blaming “traffic quality” or “seasonality,” you see exactly which pages fail to convert. From there, you can:
• Optimize copy or design where the conversion rate is weakest
• Shift ad spend away from dead-end pages
• Double down on the ones that actually work
This mix of technical clarity and business impact is why I prefer BigQuery over shiny GA4 dashboards. Numbers should drive strategy, not the other way around.
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