What is the Difference Between Landing Page Path and Destination URL in Google Analytics?

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One common misunderstanding we see from our users when 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 wanted 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 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:

 

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Bottom line for landing page tracking:

For Adwords, we suggest Destination URL.

For everything else, we suggest Landing Page Path.