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, search, 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.