In this article
Why are landing pages important?
A landing page is the page on your website where customers land after clicking one of your ads. One of the best and easiest ways to get better results from your mobile ads is to improve the speed of your landing pages. Effective landing pages are key to getting conversions from your Google Ads traffic.
For example, in retail, we’ve seen that a 1 second delay in mobile can impact mobile conversions by up to 20 percent.
Quick start
To explore what you can do with the “Landing pages” page, learn how to evaluate the performance of your landing pages.
What's in Google's "Landing pages" page?
The "Landing pages" page provides a performance breakdown for the pages you’re sending traffic to from your ads. This report provides performance metrics such as clicks, cost, conversion rate and much more. It also 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 expansion is the URL that users reach after contextual substitutions have been made, such as keywords, or after custom parameters have been added to the landing page URL. Learn more about URL parameters
Your expanded landing page data is available from November 9, 2017.
Improving mobile landing pages
There are 3 metrics that can help you identify which of your landing pages could provide a better experience on mobile devices:
Mobile speed score
This metric is currently available for Search, and is scored in the range of 1-10, with 10 being the fastest.
This score is based on real-world user experience data and it takes into account a number of factors, including the relationship between page speed and potential conversion rate. This data is available from May 15, 2018.
Please note that we require a minimum amount of data to produce the speed score. Therefore, some lesser visited pages may not have a score. If you don't see a speed score for a given URL, try increasing your report's date range.
If you find that your pages generally have low mobile speed scores, contact your web developer to see what can be done to improve mobile load times. And also consider using Accelerated Mobile Pages (AMP) in conjunction with your Google Ads campaigns.
Mobile-friendly click rate
This metric is the percentage of mobile clicks that go to a page that's deemed mobile friendly by Google's Mobile-Friendly test. Currently available for Search, this metric can give you a better sense of how your landing pages are showing up on mobile devices.
With this metric, you can see which specific pages may not be optimized for mobile devices. You can also run the Mobile-Friendly test for each of these pages, by clicking on the percentage in your "Mobile-friendly click rate" column.
Valid AMP click rate
This metric 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.