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. In retail, we’ve seen that a one second delay in mobile can impact mobile conversions by up to 20%.
The landing page is the page on your website where customers land after clicking one of your ads. If you would like to track your landing page load times , or how they impact your performance, you can see how your Search, Display, Video, and Shopping campaigns 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. This page reports on all landing page URLs from Search, Display, Video, and Shopping campaigns.
You’ll get a snapshot of the following data for your landing pages:
- Mobile speed score
- Mobile-friendly click rate
- Valid AMP click rate
- Conversion tracking compatibility rate (Search ads landing pages only)
- 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.
In addition, there are four metrics that can help you identify which of your landing pages could provide a better experience on mobile devices:
- Mobile speed score: It makes it easier to diagnose which pages provide a less-than-ideal user experience on mobile devices. This metric is currently available for Search. This 1-10 score (10 being the fastest) 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.
Speed is a critical factor in successful ad performance. Advertisers can optimize the landing page experience based on how fast each of their landing pages is.
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. That said, 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: It 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 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: It 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: It shows you 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 , 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.