Where do you find the Landing page report?
In GA4, select Reports > Engagement > Landing page. If you can't find it, ask an Editor or Administrator to add the report to your navigation. Choose your dates, then sort the Sessions column from highest to lowest. Use the search box above the table to find a particular page.
The row labels are page paths: the part of an address after the domain name. For example, /services/ refers to the services page. Start by writing down your three busiest entry pages and their session counts.
Why is this different from the Pages and screens report?
Pages and screens includes pages viewed at any point during a visit. Its Views column counts repeated views too. Landing page answers where the visit began. A page can get plenty of views because visitors reach it from another page on your site.
Imagine someone opens your home page, visits /services/, and then opens /contact/. In this hypothetical visit, all three pages receive a view, but the home page is the landing page. If you want to improve the first thing visitors see, start with the entry-page report.
Don't assume your home page introduces every visitor to your business. Open each busy entry page directly on your phone. Can you tell what the page offers without having read another page first?
Check whether those visits include inquiries
A key event is a recorded action you've marked as important, such as successfully sending an inquiry. If you're tracking that action, use the Key events column's selector to focus on it instead of combining inquiries with other actions. Verify the event before relying on its count; Google provides Realtime and DebugView for checking that it arrives.
Treat an inquiry associated with an entry page as a reason to investigate that visit. The visitor may have sent the inquiry on a later page. The entry page alone doesn't tell you what persuaded them, and an event count isn't necessarily a count of different people.
Suppose a help article starts 400 sessions with four recorded inquiry events, while a service page starts 100 sessions with six. These figures are hypothetical. The service page has fewer entry visits and more inquiry events. That gives you a useful follow-up question: are readers of the help article looking for a service, or just a quick answer? It doesn't prove the article needs a stronger sales pitch.
Sources: Google Analytics: selecting and verifying key events
What does (not set) mean for an entry page?
If you see (not set), GA4 doesn't have a value to show for that row. Google says this can happen for Landing page when a session has no page_view event. A page_view is the event used to record a page being displayed.
Keep that row in your notes. It represents missing information, so don't rename it as your home page or assume those visitors arrived somewhere unimportant. If it becomes a large part of the report, ask whoever maintains your tracking to investigate. Share the dates, report name, and count so they can repeat your check.
Choose one page and one question to check next
Use complete weeks for your first comparison, keeping the same filters. Leave the most recent two days out of an initial review: Google says processing can take 24–48 hours, and report values may change during that time.
Pick one busy entry page and check its purpose. On a service page, try the inquiry form yourself. On a help article, check whether the opening answers the question that brought the reader there. If a relevant next step is hard to find, make it clearer.
Save a short note with the dates, page path, sessions, chosen inquiry event, and what you found when you opened the page. After making a change, compare another complete period and note any campaigns that ran at the same time. A difference tells you what happened in the reports; you'll still need to investigate why.
Sources: Google Analytics: processing times and changing report values