Which KPI to use between Landing Page and Destination URL to track ads performance?

Destination URL: The URLs to which your Google Ads ad referred traffic. Landing Page: The pages through which visitors entered your site.

Linking your Google Analytics and Google Ads accounts can unleash real analytics power! By doing this, you will be able to track deeper website traffic insights led by your Google Ads campaigns.

Among these insights, one of the most important is tracking the page through which customers entered your site.

In order to do so, you need to create a Custom Widget and choose a List or Multi-Column List widget. After selecting your data source(s), you will be able to choose the KPIs of your widget.

Destination URL

We recommend you to select the “Sessions” metric which is the most basic one. Once done, you have to choose the dimension of this widget. This is where you have two choices:

  • Destination URL: The URLs to which your Google Ads ad referred traffic.
  • Landing Page: The pages through which visitors entered your site.

It is important to understand that the “Landing Page” dimension doesn’t make the difference between a customer entering your site through your Google Ads campaign or simply by himself.

That is why we recommend you to use the “Destination URL” dimension, which actually shows you the exact URL through which the customer entered your site after clicking on your ad.


For more details, you can read our Landing Page Path vs. Destination URL blog article here!


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