Analyze Landing Pages

For each landing page receiving paid traffic: sessions, bounce rate, engagement rate, conversion rate and revenue. It combines GA4 page data with your Google Ads and Meta referral traffic.

Look for high traffic, high bounce rate, and low engagement rate on the same page. That combination means users are arriving and leaving quickly, usually a mismatch between ad promise and page content, slow load time, or a broken form.

B2B lead-gen typically 2-5%; ecommerce product pages 1-3%; campaign-specific landing pages can exceed 10% with tight message match. The playbook shows your own average as a baseline so you can spot outliers.

Yes. Run the playbook before the change, then again after 7-14 days of similar traffic volume. Bounce rate and conversion rate changes will tell you whether the update helped.

The Bounce Rate and Engagement Audit looks at all site traffic. This playbook filters to paid-traffic landing pages specifically, which is where your ad budget is landing. Optimisation here directly affects ad ROAS.