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About the "Landing pages" page

This article only applies to the new AdWords experience. Determine which AdWords experience you’re using.

Effective landing pages are key to getting conversions from your AdWords traffic. The landing page is the page on your website where customers land after clicking one of your ads. You can see how your Search, Display, and Video landing pages are performing on the “Landing pages” page. You’ll also be able to see if your landing pages are optimized for mobile devices.

This article explains what data is included on the “Landing pages” page. To explore what you can do with the “Landing pages” page, learn how to evaluate the performance of your landing pages.

What’s in the "Landing pages" page

The "Landing pages" page gives you a performance breakdown for the pages you’re sending traffic to from your ads. Your landing page data is available as early as August 1, 2017.

You’ll get a snapshot of the following data for your landing pages:

  • Mobile-friendly click rate
  • Valid AMP click rate
  • Performance metrics such as clicks, cost, conversion rate, etc.

The Landing pages report shows performance data for each landing page URL, including both the Final URL and the Mobile Final URL. You’ll also find the expansions of those landing page URLs in the report. An expanded landing page URL is the URL that people reach after contextual substitutions (such as a keyword) have been made and after custom parameters have been added to the landing page URL (learn more about URL parameters). Expanded landing page URLs let you know how people are getting to the pages on your website. Your expanded landing page data is available as early as November 9, 2017.

Your “Mobile-friendly click rate” is the percentage of mobile clicks that go to a page that's deemed mobile friendly by Google's Mobile-Friendly test. This metric, currently available for Search, can give you a better sense of how your landing pages are showing up on mobile devices.

You can see which pages may not be optimized for mobile devices by clicking on the percentage in your "Mobile-friendly click rate" column. You can also run the Mobile-Friendly test for each of these pages.

“Valid AMP click rate” is the percentage of ad clicks to AMP landing pages that reach a valid AMP page, as determined by the AMP Validator. Landing pages might not load as AMP pages if they’re coded incorrectly, so the “Valid AMP click rate” column provides a quick way to identify which pages you need to fix. Currently, this metric only measures clicks from Search ads.

Like most other tables, you can also add additional columns to your table by clicking the columns icon Columns, and selecting Modify columns.

By understanding how well your landing pages are performing, in addition to your ads and keywords, you can get the full-spectrum of data needed to optimize your campaigns.

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