What is the difference between landing pages and entrances in Google Analytics? Why does Google Analytics differentiate these two the way they do when it seems that they should be measuring the same thing? The short answer is, one is a dimension and the other is a metric. Not only that, but it helps to understand the distinction for establishing frameworks for evaluating digital marketing benchmarks. But more than that, landing pages are viewed from a visitors perspective and shows how many times a specific page is used when visitors enter a site. The number of entrances comes from a page content perspective and is a metric that shows how many times visitors enter a site from a specific page.
To break this down further, a landing page is a dimension whereas entrances is a metric. Point being, you can find landing pages under Behavior > Site Content > Landing Pages. From the term, landing page, you will then see different metrics that relate to the dimension of landing page. For example, you can see how many sessions came from a specific landing page. As explained earlier, this is from a visitors perspective. In other words, we are looking at the varying metrics that relate to where a visitor landed on the website when they arrived.
When reviewing entrances, this is a metric of the page content and total pageviews. To find entrances, you will go to Behavior > Site Content > All Pages. The entrances is a metric that helps provide more clarity to the page dimension. The number of entrances should match the number of landing pages or be close to it. This is from the perspective of the page and what are the metrics that might be important when trying to understanding the value of an individual page’s activity against another.