What the GA4 Landing Page Report Counts and Where It Goes Blank

What is the GA4 landing page report?

Google's GA4 landing page report is a pre-made detail report under Reports > Engagement > Landing page that lists the first page viewed in each session, with sessions, users, engagement time, key events and revenue beside every row. Google's help page describes it as a report that "shows you the first page a visitor lands on when they visit your website and how many visitors land on each page" (Analytics Help, Landing page report). Open it when the question is "where do sessions start, and which of those starting pages lead somewhere?"

The report answers a narrower question than a top pages list. A page that collects most of its views from internal clicks can sit near the top of Pages and screens and near the bottom of the Landing page report. The difference between entry pages and top pages decides which pages deserve campaign traffic, so read the two reports side by side.

Where do you find the landing page report in GA4?

You find the GA4 landing page report in the left menu under Reports, then Engagement, then Landing page, and an editor can add it back from the report library when a property's navigation leaves it out. Google's note on the report says: "If you can't find the report, it may have been removed or isn't in your default view. Editors (and above) can add it back to the left navigation."

Adding it back takes these steps, from Google's page on customizing report navigation (Analytics Help, report collections):

1. Click Library at the bottom of the left navigation. Only administrators and editors see this option.
2. In the Reports section, find the Landing page detail report.
3. In the Collections section, pick the collection that should hold it and click Edit collection.
4. Drag the Landing page report from the card on the right and drop it under a topic, such as Engagement.
5. Click Save. If the collection is new or unpublished, open its More menu and click Publish so everyone on the property sees it.

A viewer cannot do this. If Library is missing from your navigation, ask a property admin for the Editor role or ask them to add the report.

What does the Landing page dimension contain?

The Landing page dimension contains the path of the first page view in a session, and Google's report article includes the query string too. Google's report article defines it as "The page path and query string associated with the first pageview in a session" and gives the example that a visit to "www.example.com/homepage1" shows as "/homepage1".

The Google Analytics Data API splits this into two dimensions. Its schema lists landingPage as "The page path associated with the first pageview in a session" and landingPagePlusQueryString, shown in the interface as "Landing page + query string", as "The page path + query string associated with the first pageview in a session." Check which one your table column shows before you add rows together. With the query string included, /pricing and /pricing?utm_source=newsletter are two rows, and a busy campaign page splits into dozens of them.

The search bar above the table helps here. Google's example searches for "/store" to pull every row that starts with that path. A filter on the dimension does the same job and stays on the report when you share it.

One page, two ways to count it

Landing page

• Shows the page path only
• /pricing and /pricing?utm_source=newsletter fall into one row

Landing page + query string

• Shows the path plus the query string
• The same two visits become two rows
• A busy campaign page splits into dozens of rows

Which metrics does the landing page report show by default?

The landing page report shows six metrics by default, and editors or administrators can add or remove metrics through Customize report. These are the defaults Google lists, with its definitions:

Metric	Google's definition	What it shows for a landing page
Sessions	"The number of sessions that began on your website or application."	How many visits started on this page
Active users	"The number of distinct users who visited your website or application."	How many people those sessions belong to
New users	Users who logged first_open or first_visit	How many of them arrived on this page on their first visit
Average engagement time per session	Time the site "was in focus in a user's browser" per session	Whether visitors stayed and read
Key events	"The number of times users triggered a key event."	Conversions from sessions that began here
Total revenue	Purchases, in-app purchases, subscriptions and ad revenue	Money from sessions that began here

Key events stay at zero until you mark an event as a key event, and Total revenue stays at zero until a purchase event or another revenue source reaches the property. Neither column is a rate. To compare pages of different sizes, add a rate metric through Customize report or divide key events by sessions yourself.

Why does the landing page report count sessions instead of people?

The landing page report counts sessions because the Landing page dimension is session-scoped, so GA4 assigns each session to the one page where it began. Google's FAQ on the report puts it plainly: "if someone lands on page A in one session and then lands on page B in another session, then page A and B each have a visit."

Two consequences follow. First, summing Active users down the column counts some people more than once, because a person who started sessions on three pages appears in three rows. Second, anything that changes where a session begins changes the report. The session timeout setting is the clearest example: a shorter timeout splits visits with idle gaps into more sessions, and every new session needs a landing page of its own.

Why do (not set) landing pages appear in GA4?

A (not set) landing page appears when a session has no page_view event, so GA4 has no first page view to read a path from. That is the single cause Google lists for this dimension on its (not set) troubleshooting page: "(not set) can appear for the landing page dimension when a session doesn't have a page_view event" (Analytics Help, the value (not set)).

Sessions end up without a page view in a few ways:

• Session timeouts. GA4 practitioners trace many of these rows to a tab left open past the timeout, 30 minutes by default. The visitor comes back, clicks or scrolls, and that event opens a new session with no page load behind it. Google's (not set) page does not name this case, so read it as the field explanation and check it against your own data.
• Tags that skip the page view. A Google tag configured not to send a page view, or a single-page app that changes routes without sending one, leaves sessions with events but no page.
• Consent mode errors. Google's same page says that sending extra events with denied consent after a user granted it makes GA4 treat them "as a separate session, which won't have a session_start event."

To shrink the row, confirm every template sends a page_view, use the consent update command when a visitor changes their choice, and review the timeout under Admin > Data Streams > Configure tag settings > Adjust session timeout. The (not set) guide for GA4 covers how to measure the row as a share of all sessions before and after each fix.

How do you see which source sent traffic to each landing page?

You see the source behind each landing page by adding Session source / medium as a secondary dimension to the Landing page report. Google's article names this exact step: "add the secondary dimension 'Session source / medium'. This will show you the traffic sources for each landing page."

Google gives a second route for the reverse question. Open the Traffic acquisition report, change the primary dimension to Session source / medium and add "Landing page + query string" as the secondary dimension. That view lists the landing pages for each source, which suits a channel owner checking where their traffic lands.

Rows with a (not set) source come from sessions missing a session_start event, and the default channel group files those sessions under Unassigned. Clean UTM tags on every campaign link keep both dimensions readable.

For what happens after the landing page, Google points to path explorations: choose the landing page as the starting point, and Analytics shows the top five pages users viewed next.

How does Flowsery show entry pages and their sources?

Flowsery shows entry pages in the Pages panel of its dashboard, next to Page and Exit link, and lets you filter any report by Entry page, source, UTM fields or goal. The Flowsery API takes the same filter as a filter_entry_page parameter on its traffic endpoints. The landing page analytics page describes seeing "which paid, organic, referral, email, and social sources send visitors to each landing page" and comparing "pages by qualified visits, conversion rate, drop-off point, and revenue." Flowsery revenue tracking ties purchases back to channels, campaigns and landing pages, and every payment from Stripe, Paddle, Polar or Shopify is tied back to the session that converted.

Frequently asked questions

Where is the landing page report in GA4?

Go to Reports, then Engagement, then Landing page. If it is missing, an editor or administrator can open Library at the bottom of the left navigation, drag the Landing page detail report into a collection and save. Viewers cannot see Library.

Does the GA4 landing page report include the query string?

Google's report article defines the Landing page dimension as the page path and query string of the first page view. The Data API lists two dimensions, Landing page (path only) and Landing page + query string. Check your column header, because the query string version splits one page into a row per UTM combination.

Why is my GA4 landing page (not set)?

Google lists one cause: the session had no page_view event. Sessions that restart after a timeout without a page load, tags that never send a page view and consent mode errors all produce that condition. Check that every page sends a page_view first.

How do I add traffic source to the landing page report?

Add Session source / medium as a secondary dimension. Each landing page row then splits by the source and medium that started the session. For the reverse view, use Traffic acquisition with Landing page + query string as the secondary dimension.

Is the GA4 landing page report session-scoped or user-scoped?

It is session-scoped. A user who lands on page A in one session and page B in another counts as a visit on each page. That is why Active users summed down the column can exceed the property's real user total.

Can I see conversion rate in the GA4 landing page report?

Not by default. The report shows Key events and Total revenue as counts, with no rate column. Add a rate metric through Customize report, or divide key events by sessions for each landing page yourself.

What is the difference between the landing page report and Pages and screens in GA4?

The Landing page report lists the first page of each session. Pages and screens lists every page view, including those from internal clicks. A page can sit near the top of Pages and screens and near the bottom of the Landing page report, so read the two side by side to decide which pages deserve campaign traffic.

Which metrics does the GA4 landing page report show by default?

It shows six: Sessions, Active users, New users, Average engagement time per session, Key events and Total revenue. Editors and administrators can add or remove metrics through Customize report.

Why does the session timeout change my GA4 landing page numbers?

Every new session needs a landing page of its own. A shorter timeout splits visits with idle gaps into more sessions, so the report gains rows and sessions that would have been one visit.

How do I see what users do after the landing page in GA4?

Open a path exploration and choose the landing page as the starting point. Analytics then shows the top five pages users viewed next.