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All lessons in Digital and Web Analytics Lesson 3.3 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Landing pages and user behavior

In this lesson

  • What a landing page is in analytics
  • Four questions to ask of every landing page
  • How heatmaps add the why

Short answer

In analytics, a landing page is the first page a user sees in a session. Landing page reports show which pages bring users in and how well they perform. Check sessions, engagement, conversions, and traffic sources for each page, then use heatmaps and session recordings to see what users actually do.

Questions to ask of a landing page

  • How many sessions start here?
  • What share of those sessions are engaged?
  • What share convert?
  • Which traffic sources send users here?

Adding the why

Behavior data such as page paths, scroll depth, and click events shows what users do next. Heatmaps and session recordings (for example, Microsoft Clarity or Hotjar) add visual context: where people tap, how far they scroll, and where they give up.

Quick quiz

1. What is a landing page in analytics?
2. What adds visual context to behavior?

Your action

Key terms

Landing page
The first page viewed in a session.
Heatmap
A visual showing where users click and scroll.
Session recording
A replay of one user's visit.
Page path
The order of pages a user views.

Questions beginners ask

Is there a free heatmap tool?

Yes. Microsoft Clarity is free and shows heatmaps and recordings.

Where is the landing page report in GA4?

Reports, then Engagement, then Landing page.

Related lessons

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