About the "Landing pages" page

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"? 

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, etc., and 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 as early as November 9, 2017.


Improving mobile landing pages

There are 4 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 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 as early as 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.

Should 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, as well as 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.

Conversion tracking compatibility rate

This metric shows the estimated percentage of clicks where conversions can be tracked using first-party cookies for each landing page (Search Ad landing pages only). A rate less than 100% means that some of your ad clicks may not be tracked for conversions on some browsers. 

You can learn more by reading Understanding your conversion tracking compatibility rate.

Like most other tables, you can also add additional columns to your table by clicking the columns icon A picture of the Google Ads columns icon, 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.

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center