Evaluate the performance of your landing pages

In this article


Why landing pages are important

A landing page is the page on your website where customers land after clicking one of your ads. Effective landing pages are key to getting conversions from your Google Ads traffic. One of the best and easiest ways to get better results from your mobile ads is to improve the speed of your landing pages.

It’s important to regularly check how your landing pages are performing to understand how people are interacting with your webpages. The best place to get an overview of this information is the “Landing pages” page.

For example, in retail, we’ve seen that a 1-second delay in mobile can impact mobile conversions by up to 20 percent.


How it works

The "Landing pages" page gives you a performance breakdown for the pages you’re sending traffic to from your ads. This page reports on all landing page URLs from Search, Display, Video, and Shopping campaigns. For Search campaigns, the “Landing pages” report shows sitelink URLs in addition to headline URLs. This report shows sitelink URLs for all ads that were served, starting January 2021.

Note about the “Landing pages” report for Search campaigns:

  • Multiple sitelinks might show up for a single ad impression. Taking this into account, the report only counts the unique ad impressions as total impressions.

On the “Landing pages” page, you can:

  • Check the expanded landing pages associated with each of your landing pages.
  • Identify which of your pages could provide a better experience on mobile devices.
  • Check for the page’s mobile-friendliness, or if the page loads as a valid Accelerated Mobile Page (AMP).
  • Check the conversion tracking compatibility rate for each of your landing pages.

Landing page performance in Google Ads

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Instructions

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Landing pages. See which pages are not optimized for mobile devices by checking the “Mobile-friendly click rate” and “Valid AMP click rate” columns.
    • If a landing page is not deemed mobile-friendly every time by Google’s Mobile-Friendly test, the percentage in the “Mobile-friendly click rate” column will be less than 100%. If a page doesn’t receive any clicks from mobile devices, the value in the column will be "—".
    • If a landing page doesn’t always load as a valid AMP page when people click on your ad, the percentage in the “Valid AMP click rate” column will be less than 100%. If a page doesn’t have AMP markup, the value in the column will be "—".
  3. See which landing pages are properly configured for conversion tracking by reviewing the “Conv. tracking compatibility rate" column. This metric measures the estimated percentage of ad clicks that can be tracked for conversions with first party cookies for each landing page (Search Ad landing pages only). Learn more about your conversion compatibility rate
  4. Click View expanded landing pages below a landing page link. You’ll then see a list of the expanded landing page URLs for that landing page.
    • In the “Mobile-friendly click rate” column, click Test to launch Google’s Mobile-Friendly test for the page in a separate window.
    • In the “Valid AMP click rate” column, click Test to launch the AMP Validator test for the page in a separate window.
  5. To identify which pages people interacted with the most, check the “Clicks”, “Impr.” (impressions), and “CTR” (clickthrough rate) columns. As with your other Google Ads reports, you can segment and filter the data in these columns, or download and save the entire table.
  6. To view the expanded landing pages for more than one landing page:
    1. Click Landing pages in the page menu on the left.
    2. Check the box next to 2 or more landing pages.
    3. When the blue bar appears above the table, click View expanded landing pages.

Get started

After signing into your Google Ads account, you can begin evaluating the performance of your landing pages by selecting Landing pages in the page menu on the left.

To view the expanded landing pages for more than one landing page, check the box next to two or more landing pages. When the blue bar appears above the table, select View expanded landing pages.

Below are the ways to begin evaluating your landing pages.


Check your mobile optimization

View which pages are not optimized for mobile devices by checking the “Mobile-friendly click rate” and “Valid AMP click rate” columns.

Mobile-friendly click rate: If a landing page is not deemed mobile-friendly every time by Google’s Mobile-Friendly test, the percentage in the “Mobile-friendly click rate” column will be less than 100%. If a page doesn’t receive any clicks from mobile devices, the value in the column will be "—".

Valid AMP click rate: If a landing page doesn’t always load as a valid AMP page when people click on your ad, the percentage in the “Valid AMP click rate” column will be less than 100%. If a page doesn’t have AMP markup, the value in the column will be "—".

Test your landing pages

Select View expanded landing pages below a landing page link. You’ll then see a list of the expanded landing page URLs for that landing page.

In the “Mobile-friendly click rate” column, select Test to launch Google’s Mobile-Friendly test for the page in a separate window.

In the “Valid AMP click rate” column, select Test to launch the AMP Validator test for the page in a separate window.

Track your conversions

Understand which landing pages are properly configured for conversion tracking by reviewing the “Conv. tracking compatibility” rate. This metric measures the estimated percentage of ad clicks that can be tracked for conversions with first party cookies for each landing page (Search Ad landing pages only).

Check popular pages

To identify which pages people interacted with the most, check the “Clicks,” “Impr.” (impressions), and “CTR” (clickthrough rate) columns. As with your other Google Ads reports, you can segment and filter the data in these columns, or download and save the entire table.
  1. Sign in to your Google Ads account.
  2. Click All Campaigns in the navigation pane on the left, then click Keywords in the page menu.
  3. Click Search terms from the list under the “Keywords” menu.

You’ll see data on the search terms that have been used by a significant number of people and have triggered impressions and clicks.

You can also use the following features:

Columns button A picture of the Google Ads columns icon Alter your search terms report and modify which columns show. Allows you to add, remove or reorder the columns in your report. You can choose to save your column set and apply these changes.
Download button A picture of the download icon for Google Ads and Merchant Center Download the data in your report. Choose the format to download the data from the list that appears when you click on it.
Segment button Segment Segregate the table into time, conversions, device (the ad was shown in) or Networks.
Expand
button Enlarge
Expand the table of your search terms report. Go back to the previous view by clicking on the collapse button .
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