Landing and exit pages

A landing page is the first tracked page in a visit. An exit page is the last.

Landing page reports help you understand where campaigns, searches, referrals and direct visits begin. Exit page reports help identify where journeys naturally finish or unexpectedly stop.

Do not assume that every exit is bad. A contact confirmation, completed purchase, downloaded resource or concise answer can be a successful final interaction. Compare exits with goals, funnels, time and page purpose.