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Landing page tracking

This article will explain our best practices around tracking Landing Pages. The main reason to track Landing Pages is to analyze performance of your marketing campaigns across different landing page topics, designs, and versions.

Choose a Generic Landing Page Name

Tracking all your landing pages with different names gets messy fast. No one wants to login to analytics and see a long list of random landing page events clogging up reports:

  • Segment SQL Launch Landing Page
  • Adwords Mobile Analytics Landing Page
  • That One Time We Needed a Quick Landing Page

You get the idea… To keep things clean we recommend choosing a single, generic page name to track all your landing pages.

Here at Segment, we use "landing"  for our generic landing page name. It doesn’t get any simpler than that!

Add Details to the Page Properties

Now’s the fun part. Using a generic page name means you’ll rely on a rich library of properties to analyze your pages.

Here’s the properties library we use for landing pages at Segment:

NOTE: The Segment page call automatically collects title, url, path, and referrer as properties.

Notice that all the properties are things that describe the page itself. There’s no need to describe all the traffic sources that send visitors to the page. That data should be collected through the use of UTM parameters or by looking at the page referrer in your analytics tools.

You don’t need to include the whole library with every page call, but we recommend limiting your design and marketing team to use only a short list of properties so you don’t end up with random, meaningless properties.

Track Your Pages

To track your landing pages all you need to do is replace the default, empty call to page from your Segment snippet with a named page call. You’ll also need to include some of the optional properties from the table above for your event analysis to be useful.

Here’s the page call we use on our Sources landing page here at Segment:

analytics.page('Landing', {
  category: 'Product',
  product: 'Sources',
  goal: 'Click to Request Demo',
  design: 'Standard',
  content: 'Long Form'
});

Check Out Your Results!

The last step is to see what your data looks like in some analytics tools.

Basic Page Analysis

For basic page tracking we recommend:

  • Google Analytics
  • GoSquared
  • Clicky
  • Adobe Analytics

Rich Event Analysis

If you want to use the rich event properties you’ll need a flexible event-tracking tool like:

  • Amplitude
  • Mixpanel
  • KISSmetrics

NOTE: Make sure "Track Named Pages" is enabled for your event tracking tool (you can find it in your integration settings under the Advanced Options tab). That way Segment will generate an event each time a page call is made that includes a name argument (the page name is "Landing" in this case).

SQL Analysis of Page Properties

If you’re using Segment Warehouses you can analyze your data using one of our BI partner tools like Looker or Mode for complete SQL access to this rich data about your landing pages.