Traffic
Landing page
Also called entry page.
Landing page is the first page of a session, often the URL a campaign or a search result promised. It is the first thing a visitor judges.
How it is measured
Take the entrance page of each session and attach the source, medium and campaign. The report groups sessions by landing URL and shows downstream numbers such as bounce and conversion.
Tarsier reads the first page of each visit along with its referrer and any UTM values on that load, so campaign performance can be compared page by page.
Worked example
A garden centre runs a spring ad that links to /spring-sale. The page holds 1,100 landing sessions and converts at 2 percent. The home page, which gets 4,000 landing sessions, converts at 1 percent. Looking at the aggregate hides that the sale page is twice as effective.
The owner moves the ad budget toward the sale page and adds two more campaign pages for planters and tools.
How it differs
A landing page is the first page of a session and carries campaign context. An entrance is the same first page without that context. An exit page is the opposite end. A campaign is the paid or tagged push that sends people.
Common errors
Pointing every ad at the home page. Testing a landing page with traffic that is not the audience. Ignoring organic landing pages. Judging by bounce without checking the purpose. Mismatching ad copy with the page.
In practice
Open the landing-page report and sort by sessions. For the top five, check speed, message match and next step. Create a dedicated page for any campaign sending more than a trickle.