Optimizing Success: A Guide to Fixing Landing Pages Report in Google Analytics 4

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Introduction : Overview of the Landing Pages Report in Google Analytics 4 (GA4)

The Landing Pages report in Google Analytics 4 (GA4) is an essential tool for understanding how users interact with your website from the moment they arrive. This report provides insights into the first pages visitors see when they come to your site, whether through organic search, paid ads, social media, or other sources. Analyzing landing page performance can help you gauge the effectiveness of your marketing efforts, the relevance of your content, and the user experience on those initial pages. 


The key features of the Landing Pages report in Google Analytics 4 (GA4) can be summarized as follows:


User Entry Points: Identifies the most common initial pages visitors land on when they arrive at your site, giving insight into the first impressions your website makes.


Traffic Sources: Breaks down how visitors arrive at your landing pages, categorizing traffic by sources such as search engines, direct visits, social media, and referrals.


Engagement Metrics: Provides data on user engagement for each landing page, including metrics like average engagement time, bounce rate, and number of engaged sessions.


Conversions: Shows the conversion performance of landing pages, detailing which pages are most effective at driving users to complete specific actions aligned with your business goals.

Comparison and Trend Analysis: Allows for the comparison of landing page performance over time, helping identify trends and the impact of changes to your website or marketing strategies.

Importance of Landing Pages Report


Accurate landing page data is crucial for effective website analysis for the following key reasons:


Marketing Optimization: Enables precise targeting and optimization of marketing campaigns to improve return on investment by focusing on the most effective channels and content.


Content Strategy Enhancement: Helps in refining content strategy based on user preferences and engagement, leading to improved relevance and user retention.


User Experience Improvement: Identifies areas for user experience enhancements, guiding design and navigation updates to facilitate a smoother site journey.


Conversion Rate Optimization: Essential for pinpointing high-performing pages and implementing targeted strategies to increase conversions and achieve business goals.


SEO Insights: Provides valuable insights for SEO strategy, helping to increase organic visibility and drive targeted traffic.


Strategic Resource Allocation: Guides the allocation of resources towards areas with the highest potential for impact, ensuring efficient use of budgets and efforts in website development and marketing.

Key Dimensions & Metrics


In the Landing Pages Report within Google Analytics 4 (GA4), dimensions & metrics are attributes that describe aspects of your data, offering a deeper understanding of the performance of your website’s landing pages. The use of secondary dimensions allows for a more nuanced analysis by adding an additional layer of detail to the primary dimension (e.g., the landing page itself). Here’s how key dimensions and the concept of secondary dimensions with different sessions can enhance your analysis:

Key Dimensions (to be used as secondary dimensions)

Hostname: Identifies the domain of the landing page. This is particularly important if you have multiple domains. It allows you to distinguish traffic and user behavior on a per-domain basis, offering insights into how different websites or sections of your online presence contribute to overall goals.

Page Path and Screen Name: This primary dimension specifies the exact landing pages that users first visit. When combined with “Hostname,” you can accurately identify and analyze the performance of landing pages across different domains or subdomains.

Source/Medium: Provides detailed information on the origin of your traffic by combining the traffic source (e.g., Google, Facebook) with the medium (e.g., organic, referral, CPC). This dimension is key to understanding how various marketing channels drive traffic to each of your domains.

Device Category: Shows whether users are accessing your landing pages via mobile, desktop, or tablet. This dimension is essential for optimizing user experiences across device types.

Location: Reveals the geographical origin of your website traffic, offering insights into the global or local reach of your content across different domains. This can inform content localization strategies and marketing efforts tailored to specific regions.

Key Metrics


Sessions: Counts the number of sessions that began on a particular landing page. It helps gauge the traffic volume each page attracts.


Engagement Rate: Measures the percentage of sessions that had meaningful interaction beyond a mere page load. High engagement rates indicate content relevance and a positive user experience.


Bounce Rate: The percentage of sessions where the user left without any interaction on the landing page. A lower bounce rate suggests that the landing page is effectively capturing users’ interest.


Conversions: Tracks the number of times users complete a desired action (like signing up or making a purchase) after landing on a page. This metric is crucial for evaluating the effectiveness of landing pages in driving business goals.


Average Engagement Time: The average amount of time users spend actively engaged with the landing page. Longer engagement times can indicate more compelling content or effective user engagement strategies.

Landing Page Reporting Issue : “(not set)” in reports


The “(not set)” issue in landing page reporting within Google Analytics 4 (GA4) refers to instances where GA4 cannot attribute sessions or data to a specific landing page. Essentially, when GA4 expects to record the page path or page title as a dimension but finds the information missing or unavailable, it labels this data as “(not set).”

This issue indicates a gap in the data collection or processing, where the analytics platform is unable to determine the entry point for a user session on your website.

Common Causes for “(not set)” in your Landing Page Reports


Now understanding the common causes of these issues is crucial for maintaining reliable and insightful analytics. Here are the key factors that often contribute to reporting problems:


Incorrect Tagging or Tracking Setup: One of the most common reasons for “(not set)” entries is an incorrect tagging or tracking setup. This includes scenarios where the GA4 tracking code is not properly implemented across all web pages, or specific pages are missing the tracking code altogether. Errors in the configuration of the tracking code itself can also lead to this issue. If the analytics code fails to execute correctly when a user lands on a page, GA4 cannot capture the page information, resulting in a “(not set)” entry in the report.


Issues with URL Parameters and Dynamic Content: Dynamic content and URL parameters can complicate how GA4 tracks and attributes landing pages. For instance, session IDs, user-specific parameters, or dynamically generated content that alters the URL can create inconsistencies in how page visits are recorded. If these dynamic elements disrupt the tracking URLs or if the setup does not correctly handle these variations, GA4 may not accurately identify the landing page, leading to “(not set)” entries. Similarly, improper handling or stripping of URL parameters during redirects can prevent GA4 from recognizing the original landing page.


Data Sampling and Processing Delays: Data sampling and processing delays within GA4 can also contribute to “(not set)” entries. When dealing with large volumes of data, GA4 may resort to sampling to expedite data processing. This approach, while efficient, can sometimes result in incomplete data capture or attribution errors, especially for less frequent or outlier data points like certain landing pages. Additionally, processing delays—often occurring with high traffic volumes or immediately after changes to tracking configurations—can temporarily result in incomplete data, including “(not set)” entries, until the full data set is processed and attributed correctly.

How to fix Landing Page issues


1) Now to understand the reason for (not set) sessions, we’ll move to the “Explore” and create a new report.


2) Add “Landing page + query string” & “Event Name” as the dimensions and add the “Sessions” metric.


3) So now we only want to see the (not set) Landing Pages, so we’ll create a filter –  “Landing page+query string” dimension that contains “(not set)”.

4) We can see the events that are triggered on the landing page that results “(not set)” being included in the report


Hence, what this exploration report tells us is that the “(not set)” in the landing page report is a result of non page view events occurring on the landing page.

5) Now to remove the already “(not set)” landing pages from our reports in GA4. So, for that, we will have to filter “(not set)” out.

6) Go to Reports > Engagement > Landing Page reports. Now you can only edit this report, you’ll need editor or admin access.

7) Now click on the Customize report icon on the top left and click on “Add filter”.
Now choose “landing page + query string” as the dimension, set match type as “does not contain” and in the value enter “(not set)” and apply.

Now the “(not set )” Landing pages will be removed from your report and you can save the changes to this report or save as another report according to your convenience.

Best Practices for Maintaining Accurate Landing Page Reporting


Maintaining accurate landing page reporting is crucial for understanding user behavior, optimizing user experience, and improving conversion rates. Here are some best practices to ensure the reliability and accuracy of your landing page data:


Regular Audits and Checks of Tracking Setup
Conducting regular audits of your tracking setup is essential to ensure that all tracking codes are correctly implemented across your website. This involves verifying that the GA4 tracking tag is present and functioning on every page, including newly added pages or sections. 


Documentation and Communication of Changes to Website Structure
Changes to your website’s structure, such as updates to the navigation, introduction of new landing pages, or modifications to existing pages, can impact your analytics. Documenting these changes and communicating them to all relevant team members ensures that everyone is aware of updates that may affect tracking and reporting. This practice helps in maintaining the continuity and accuracy of your data, as it allows for timely adjustments to your analytics setup to reflect the changes made to the site.


Training and Education for Team Members Responsible for Analytics 

Ensuring that team members responsible for managing and analyzing your website’s analytics are well-trained and educated about GA4 and best practices in analytics is critical. This includes understanding how to properly set up and maintain tracking codes, interpret data accurately, and stay updated on new features or changes in GA4. Providing ongoing training and resources will empower your team to effectively manage your analytics, leading to more reliable and insightful landing page reporting.



In conclusion, mastering the Landing Pages Report in GA4 is crucial for any website looking to optimise user engagement, improve marketing strategies, and enhance overall user experience from the first point of contact. Accurate landing page data enables precise targeting, content strategy refinement, and insightful SEO adjustments, ensuring resources are allocated efficiently to drive meaningful business outcomes. Common issues such as incorrect tagging, dynamic content challenges, and data processing delays can obscure this clarity, but with regular audits, diligent documentation, and comprehensive team training, these obstacles can be overcome. By embracing these best practices and utilising GA4’s exploration reports to understand and address “(not set)” entries, businesses can ensure their landing page reporting remains accurate and actionable, paving the way for improved site performance and user satisfaction.



  • How can incorrect tagging affect landing page reporting?
    Incorrect tagging or tracking setup can lead to inaccurate data collection, such as underreporting traffic or misattributing sources, impacting the analysis and optimization of landing pages.


  • What issues can URL parameters and dynamic content cause in landing page reports?
    URL parameters and dynamic content can create multiple versions of the same landing page in reports, complicating data analysis and potentially leading to fragmented data.


  • How do data sampling and processing delays impact landing page reporting?
    Data sampling and processing delays can result in incomplete or approximate data, affecting the accuracy of landing page performance analysis.


  • How often should I audit my tracking setup?
    It’s recommended to conduct tracking audits regularly, such as quarterly or anytime major changes are made to your website, to ensure data accuracy and reliability.

About Author

Aditya is a Web analytics professional with experience in the Overall journey of a digital business from frontend development to creating digital marketing campaigns and implementing complex tracking on the website through GTM including server side mechanisms. He has a vast expertise with the analytics tools such as GTM and GA4 and thus is able to give insights about what all is happening in the user journey. He has conducted many CRO and Analytics Audits, extracting actionable insights from large data sets and thus providing strategic recommendations for improving conversions and user experience.

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