Google Analytics: The Difference Between Landing Page Path and Destination URL

One common misunderstanding we see from our users creating dashboards is that they create a KPI using the Google Analytics dimension Landing Page Path to track Adwords performance.

This might sound reasonable. Indeed Landing Page Path would be a good pick if we want to track where the visitor coming from a PPC ad has landed.

Of course, you can work your way out using Landing Page Path. But Google created a dimension that contains the page where the visitor has landed: Destination URL.

While they are both similar, the main difference between the two is that Destination URL is an absolute URL, including the http://, while landing page path will be relative. You can also get different URLs depending on how the visit was recorded. See this example:

landing-page-vs-destination-url

Bottom line for landing page tracking:

For Adwords we suggest Destination URL.

For everything else we suggest Landing Page Path.

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

View his LinkedIn profile or email Stephane: stephane@dashthis.com



Category: Key Performance Indicators (KPI) | Tags: , 2 comments »

  • http://www.davidurmann.com David Urmann

    Keep in mind that Landingpagepath is a session level metric so the count of page views includes the landing page itself plus all those pages subsequently in a session.

    • http://www.dashthis.com/ Paul Dumas

      Hi David,

      You are right! In DashThis, it’s possible to clearly measure both numbers by using the appropriate filter. The page only
      or the page with all sub-pages.

     

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