What does the term 'landing page views' refer to in conversion metrics?

Landing page views refer specifically to the metric that measures the number of times users arrive at the landing page after clicking on an ad. This metric is essential for understanding the effectiveness of an advertisement in driving traffic to a specific webpage.

When users click on an ad, they are directed to the landing page, which is usually designed to fulfill a specific goal, such as capturing leads or facilitating a purchase. The importance of this metric lies in its ability to indicate not just that an ad has been clicked, but that the user has successfully reached the page intended for conversion.

Unlike other metrics, such as impressions, which merely count how many times the ad was shown, or installations, which pertain to app-related conversions, landing page views focus on user behavior following an ad interaction. This makes it a critical metric for measuring the potential effectiveness of an advertising campaign in achieving conversion goals.