Landing pages are the front door to your product. Some invite people in, others quietly push them away. If you only look at channel-level performance, you miss where users actually land and which entry points ruin otherwise good traffic.
The logic for measuring this is straightforward: tie conversions back to the page where the session started.
In practice, that means:
• identifying the first page view in each session as the landing page
• counting how many users started on each of those URLs
• counting how many of those users perform a conversion event
• dividing conversions by total users per landing page to get the rate
Once this is in BigQuery, you can compare landing pages side by side. Very often it becomes clear that some pages convert well on modest traffic, while others absorb expensive clicks and produce almost nothing.
Armed with this, you can stop blaming “bad traffic” and start improving or replacing underperforming entry points - copy, layout, offer, or even the routing rules in your campaigns.
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