Compare two campaign landing pages with the same conversion goal

Set up a fair, practical landing-page comparison with consistent campaign tags and one outcome goal, then read the limits of the result correctly.

Start with one decision, not a pile of metrics

A landing-page comparison is useful when it answers a decision you can act on: should the next newsletter link point to the short demo page or the detailed product page? Before sending traffic, decide what counts as success. For example, choose a goal that fires only after a demo request is accepted, rather than treating every visit to a form or every button click as a lead.

In WhoVisited, create or select one enabled goal for the website and keep it the same while comparing both pages. A goal can match an exact success-page path or the exact name of a custom event. Goal sessions are sessions containing at least one matching event; repeating that event in the same session still counts as one goal session. The metric therefore answers whether a session reached your chosen outcome, not how many form submissions your database received.

Use the same campaign labels for both destinations

Give both links the same source, medium, and campaign values. Change only the landing-page path. That keeps the two links recognizable as one marketing effort and avoids splitting the source report because of inconsistent spelling.

text

https://example.com/demo-short?utm_source=partner&utm_medium=email&utm_campaign=fall_demo
https://example.com/demo-details?utm_source=partner&utm_medium=email&utm_campaign=fall_demo

WhoVisited currently reads `utm_source`, `utm_medium`, and `utm_campaign` from the entry URL. Use consistent values and avoid personal information in them. It does not capture every UTM field: for this comparison, do not assume that `utm_content` will appear as a creative-level breakdown. The [campaign URL guide](https://whovisited.net/blog/utm-naming-for-saas-launches) explains a simple naming convention.

Use paths on the same configured website, and test each final URL in a clean browser profile. Confirm that the page loads, the tracker receives an event, and the landing path is the one you intended. Redirects that remove query parameters can also drop your campaign labels before the tracker reads them.

Read the landing-page report with the same filters

Open Growth and choose the website, the shared goal, and one reporting window: 7, 28, or 90 days.
Compare the two landing-page rows using sessions, goal sessions, and conversion rate. Use the same window and goal for both; changing either changes the question.
Check Sources as a companion view to see whether the selected campaign source and campaign have recorded traffic. Confirm the labels match the values you put in the links.
If a row has fewer than 20 sessions, treat its raw counts as early evidence. WhoVisited suppresses row percentages below 20 sessions and also hides percentages when the selected site's total is below 20 sessions.

The landing-page table groups by landing path. The Sources table groups by source and campaign. These are two separate summaries: WhoVisited does not currently display a campaign-by-landing-page cross-tab. If other channels are also sending visitors to either path, the landing-page comparison includes those sessions too. Keep the campaign run and other traffic as comparable as you can, and do not claim that a specific campaign caused the difference from these two tables alone.

Do not call a winner from a small or uneven sample

Suppose one path has more goal sessions but also far more sessions. Compare the rate as well as the counts, and check whether one page received a different mix of channels, devices, or returning visitors. A higher rate in a small row can move sharply after a few more sessions. Record the date range and the goal definition next to any decision so the comparison can be repeated later.

This is an observational comparison, not a randomized A/B test. WhoVisited reports the sessions and goal matches it collected; it does not randomly assign visitors to pages, balance traffic, calculate statistical significance, or prove that a page caused more conversions. If the choice is important and you need a causal test, use an experiment system that randomizes assignment and defines its sample-size and stopping rules before you look at results.

Also remember that the product's session attribution starts with the first received event in a session. Missing consent, blocked scripts, stripped UTMs, or redirects can leave some campaign details unavailable. Verify the collection path before interpreting an empty row as zero demand.

Keep a short record of what you compared

Question: which page should receive the next email campaign?
Outcome: the exact event or success path used by the shared goal.
Links: both destination paths and their identical source, medium, and campaign tags.
Window: the selected 7-, 28-, or 90-day Growth period and the date you reviewed it.
Caveats: low session counts, other traffic using the paths, or tracking gaps you observed.

This small record makes the next comparison easier to interpret. For a step-by-step walkthrough of connecting traffic sources, landing paths, and a goal, see the [WhoVisited conversion tracking guide](https://whovisited.net/guides/traffic-source-conversion-tracking). Google's [campaign URL documentation](https://support.google.com/analytics/answer/10917952?hl=en) is a useful primary reference for consistent UTM tagging; its reporting behavior is specific to Google Analytics, while the comparison limits above describe WhoVisited.

Make the next change based on the evidence you have

A focused comparison can tell a small team which page deserves another look. It cannot isolate a page's effect when traffic sources and audiences differ, and a conversion goal is only as reliable as the event or page path that triggers it. Keep the goal stable, tag both links consistently, check the raw counts, and describe the result as a directional signal unless an experiment actually randomized the traffic.

Google's [landing page report documentation](https://support.google.com/analytics/answer/12931766?hl=en-CA) also treats the entry page as a session-scoped dimension. Reporting details differ across products, so use the exact dimensions and thresholds shown in your own analytics tool when making a decision.