How to Track Landing Page Performance

Why This Matters

Landing page analytics show which campaigns generate the most leads and how well your pages convert visitors into contacts. Without tracking, you're guessing what works. With analytics, you make data-driven decisions about where to invest your marketing efforts and how to optimize your forms.

This guide shows you how to access analytics, interpret the metrics, and use performance data to improve your landing pages over time.

Before You Begin

Understand that analytics track only after your landing page is live and receiving traffic—newly created pages show zero until visitors start arriving.

Know the difference between page views (people who visit) and form completions (people who submit)—this ratio is your conversion rate and the most important metric for optimization.

Have realistic expectations: conversion rates vary by industry, offer, and traffic source. A 20-30% conversion rate is considered good for most landing pages.

Step-by-Step Instructions

1. Access Landing Page Analytics

Go to Automation and select Landing Pages.

Your list of landing pages appears with thumbnail previews showing what each page looks like. Each row displays the page name, edit date, and a Leads count showing how many new contacts came from that page.

Look for the Analytics icon (typically a chart or graph symbol) on the right side of each page row, alongside other action icons.

Click the Analytics icon next to the landing page you want to review.

Alternatively, click the page name to open it, then click the Analytics tab in the top navigation bar.

The analytics dashboard opens showing your performance metrics.

Time: 30 seconds

2. Review Core Metrics

The analytics dashboard displays three primary metrics:

Page Views - Total number of times your landing page was visited. Each time someone loads your page URL, it counts as one view. Multiple visits from the same person count separately.

Form Completions - Total number of times the form was submitted. This includes both new contacts entering your database and existing contacts resubmitting the form.

Conversion Rate - Percentage of visitors who completed the form, calculated as (Form Completions ÷ Page Views) × 100. This is your most important optimization metric.

Compare these numbers to understand your page effectiveness. If you have 100 page views but only 5 completions, your 5% conversion rate suggests opportunities for improvement.

Industry benchmarks vary widely, but generally:

5-10% = Needs optimization
10-20% = Average performance
20-30% = Good performance
30%+ = Excellent performance

Time: 1 minute

3. Understand the Leads Count

Return to your main Landing Pages list and look at the Leads column for your page.

The Leads number shows only NEW contacts added to your database through this landing page. This differs from Form Completions in an important way:

Form Completions = All submissions (new contacts + existing contacts resubmitting)

Leads = Only new contacts added

If your Form Completions shows 100 but Leads shows 60, it means 40 submissions came from existing contacts who resubmitted your form. This distinction matters for understanding new lead generation versus existing contact engagement.

Click the Leads number (it's typically a clickable link) to view a filtered list showing all contacts who entered your database through this specific landing page.

Time: 1-2 minutes

4. Access Detailed Submission Data

From the Analytics screen, look for the Submission Log button or link.

Click Submission Log to view raw data for every individual form submission.

The log displays a table with columns showing:

Contact names (first and last)
Email addresses
Submission dates and timestamps
All form field responses
Whether each submission was a new contact or existing contact (if indicated)

Scroll through the log to review individual submissions and verify data quality.

Look for patterns:

Which times of day generate the most submissions?
Are certain form fields consistently left blank?
Do you see any spam or suspicious submissions?
What kind of information are people providing in open text fields?

This detailed view helps identify issues like spam submissions, incomplete data, or patterns in when your audience engages most actively.

Time: 3-5 minutes

5. Export Contacts for Analysis

If you want to analyze or work with the contacts who submitted your form outside the CRM, use the export function.

From the analytics screen, scroll to the bottom and look for Send to Group Actions button.

Click Send to Group Actions.

This sends all contacts who submitted the form to your Group Actions queue, where you can:

Export them to a CSV file for spreadsheet analysis
Apply bulk tags or categories
Add them to email campaigns
Perform other mass updates
Share data with team members or external tools

Use exports when you need to:

Create reports for stakeholders
Import data into other analytics tools
Perform detailed analysis in Excel or Google Sheets
Share lead lists with sales teams

Time: 2-3 minutes

6. Compare Landing Page Performance

Return to your main Landing Pages list (Automation > Landing Pages).

Review the Leads column for all your pages to see which campaigns generate the most contacts at a glance.

Click the Analytics icon for different pages and compare their metrics side by side:

Which pages have the highest conversion rates?
Which pages generate the most total leads?
Which pages get traffic but low conversions (need optimization)?
Which pages get low traffic but high conversions (need more promotion)?

Look for patterns across your best-performing pages:

Do shorter forms convert better than longer ones?
Do certain headlines or value propositions drive more completions?
Which traffic sources (based on your Source assignments in Actions tab) convert best?
Do pages in certain folders (like webinar campaigns vs. guide downloads) perform differently?

Comparing performance across pages reveals what resonates with your audience and guides future landing page creation.

Keep a spreadsheet tracking your top performers and what makes them successful—this becomes your playbook for creating new landing pages.

Time: 5-10 minutes

7. Monitor Performance Over Time

Check your landing page analytics regularly to spot trends and changes in performance:

For active campaigns: Check daily or weekly to catch issues early and capitalize on momentum.

For evergreen pages: Monthly reviews are sufficient to track long-term performance.

When testing changes: Check immediately after changes and then daily for 3-7 days to see impact.

Create a simple tracking routine:

Log key metrics (Page Views, Completions, Conversion Rate) in a spreadsheet
Note any changes you made to the page or promotion strategy
Compare period-over-period performance (this week vs. last week, this month vs. last month)
Identify trends (improving, declining, stable)

Consistent tracking helps you understand whether changes actually improve performance or if external factors (seasonality, ad spend, email sends) drive results.

Time: 5-10 minutes per review

8. Make Data-Driven Improvements

Based on your analytics findings, identify opportunities to improve underperforming pages:

If conversion rate is low (under 10%):

Simplify your form - Remove unnecessary fields that create friction
Strengthen your headline - Make the value proposition clearer and more compelling
Add social proof - Include testimonials, trust badges, or statistics
Clarify your call-to-action - Make the submit button text more action-oriented ("Get My Free Guide" vs. "Submit")
Improve page design - Ensure visual hierarchy guides eyes to the form
Reduce distractions - Remove unnecessary elements that compete with the form

If page views are low but conversion rate is good:

Your page works well—you just need more traffic
Invest more in promotion and distribution
Test different traffic sources (paid ads, social media, email campaigns)
Create more content that links to your landing page
Consider QR codes for offline promotion

If form completions are high but many are duplicates (Form Completions much higher than Leads):

Your offer engages existing contacts, which has value
Consider whether you need a different offer for new audience acquisition
This might indicate your promotion reaches existing customers more than new prospects
Evaluate if you want to create separate pages for existing vs. new contacts

Make one change at a time and monitor the impact for at least a few days (or 50+ new page views) before making additional adjustments. This helps you understand which specific changes actually improve performance versus random variation.

Document what you test and the results in a spreadsheet so you build institutional knowledge about what works.

Time: Ongoing optimization

Questions and Answers

Q: How often should I check my landing page analytics?

A: For active campaigns, check daily or weekly to spot issues quickly. For evergreen pages with steady traffic, monthly reviews are sufficient. Check more frequently when first launching a page or immediately after making changes to measure impact.

Q: What's a good conversion rate for a landing page?

A: Average conversion rates range from 10-30% depending on your offer, industry, and traffic source. Simple opt-ins (newsletter signups) often hit 30%+. Complex forms requesting significant information (consultations, demos) might see 5-15%. Focus on improving your own baseline rather than comparing to generic benchmarks—every business is different.

Q: Why do my Form Completions exceed my Leads count?

A: Form Completions includes both new contacts and duplicate submissions from existing contacts. Leads shows only NEW contacts added through this page. The difference represents existing contacts who resubmitted your form—they're engaging with your offers, which is valuable even if they're not new leads.

Q: Can I see which specific ads or emails drove traffic to my landing page?

A: Landing page analytics don't automatically track traffic sources. To track this, create separate landing pages for different campaigns (Facebook ads get one page, email campaigns get another) and compare their analytics. Or use URL parameters with external analytics tools like Google Analytics.

Q: How do I know if someone abandoned my form without completing it?

A: Built-in analytics don't track partial completions or abandonment. You only see completed submissions. The gap between Page Views and Form Completions suggests how many people viewed but didn't submit—but you can't see which specific fields caused them to abandon.

Q: Can I export analytics data to create reports?

A: You can export the contact list (via Send to Group Actions), but the aggregate metrics (page views, conversion rate, etc.) aren't directly exportable. Take screenshots of the analytics dashboard or manually record metrics in a spreadsheet for reporting to stakeholders.

Q: Why aren't my page views increasing?

A: Page views depend entirely on traffic—if no one visits your URL, views don't increase. Check that you're actively promoting your landing page through email, social media, ads, or other channels. Verify the link works and isn't broken. Check if the page is accidentally set to Offline mode in the Preview tab.

Q: What if my landing page has zero completions despite good traffic?

A: Test your form immediately. Fill it out yourself on different browsers and devices. Broken forms, unclear instructions, technical issues, or asking for too much information could prevent submissions. Check that required fields are clearly marked. Verify automations aren't blocking submission somehow.

Q: Can I see what time of day people submit forms?

A: Yes, the Submission Log shows timestamps for each submission. Review this data over time to identify when your audience is most active. This might inform when you send traffic to your pages or schedule social media posts.

Q: How long should I run a landing page before evaluating performance?

A: Gather at least 100 page views before drawing conclusions about conversion rates. Small sample sizes create misleading data—a few random submissions can skew percentages dramatically. If traffic is slow, run the page longer (2-4 weeks minimum) before deciding to make major changes.

Q: Can I A/B test two versions of my landing page?

A: While there's no built-in A/B testing tool, you can create two versions of a page (use the Copy function to duplicate quickly) and split traffic between them using different URLs. After gathering 100+ views on each, compare analytics to see which performs better.

Q: What if I see sudden spikes in submissions?

A: Investigate immediately—sudden spikes might indicate:

A successful promotion driving legitimate traffic (good!)
Spam bot submissions filling your form with junk data (bad!)
A viral social media share or unexpected press mention (usually good!)

Review the Submission Log to verify data quality. Look for patterns like identical information, nonsense text, or suspicious email addresses that suggest spam rather than real interest.

Q: How do folders affect analytics?

A: Folders are purely organizational—they don't affect how analytics work or what data you see. However, organizing pages into folders (by campaign type, time period, or product) makes it easier to compare similar pages and spot patterns across related campaigns.

Q: What's the relationship between the Analytics tab and the Analytics icon?

A: They show the same data. The Analytics icon (in the Landing Pages list) and the Analytics tab (inside each landing page editor) are two different ways to access the same analytics dashboard. Use whichever is more convenient.

Guide Type: How-To Guide

Estimated Time: 20 minutes