Build a GA4 Landing Page Conversion Funnel from a CSV Export

How to export the GA4 Landing page CSV with the right columns

Google Analytics 4 splits funnel steps across separate screens unless you build a custom exploration. Exporting the standard Landing page table gives you the three core funnel stages in one flat file.

1. Open Google Analytics 4 and go to Reports > Engagement > Landing page.
2. Set your date range in the top right and click the Share this report icon, then Download File > Download CSV (exports up to 100,000 rows as of October 2026).
3. Note that GA4 prepends metadata comment lines starting with # at the top of every exported CSV. Delete those lines before you drop the file so the column names are the first row.

If you export raw event tables from the GA4 BigQuery export (the xmetric app imports Parquet files), the schema stores event_name alongside event_params keys such as page_location and session_engaged.

Three funnel metrics and their exact formulas

1. Engaged-to-Key-Event Continuation Rate

GA4 shows overall Session key event rate, but it hides whether a page fails to hook visitors (low engagement rate) or fails to close engaged readers (low continuation rate).

xmetric / Tableau formula:

SUM([Key events]) / NULLIF(SUM([Engaged sessions]), 0)

SQL equivalent:

SELECT
  "Landing page",
  SUM("Sessions") AS sessions,
  SUM("Engaged sessions") AS engaged_sessions,
  SUM("Key events") AS key_events,
  SUM("Key events") * 1.0 / NULLIF(SUM("Engaged sessions"), 0) AS engaged_to_key_event_rate
FROM ga4_landing_pages
GROUP BY 1
HAVING SUM("Sessions") >= 100
ORDER BY engaged_to_key_event_rate DESC;

2. Conversion Rate Lift vs. Sitewide Average (FIXED LOD)

Compare every landing page against your sitewide weighted average conversion rate, even when you filter the view down to a single content directory like /blog/ or /use-cases/.

xmetric / Tableau formula:

(SUM([Key events]) / SUM([Sessions]))
- MIN({ FIXED : SUM([Key events]) / SUM([Sessions]) })

SQL equivalent:

SELECT
  "Landing page",
  SUM("Key events") * 1.0 / NULLIF(SUM("Sessions"), 0) AS page_cvr,
  (SUM("Key events") * 1.0 / NULLIF(SUM("Sessions"), 0))
    - (SUM(SUM("Key events")) OVER () * 1.0 / NULLIF(SUM(SUM("Sessions")) OVER (), 0)) AS cvr_lift_vs_site
FROM ga4_landing_pages
GROUP BY 1;

3. Missed Key Events Opportunity on High-Traffic Pages

Estimate how many additional key events a high-traffic page would generate if it matched your sitewide median conversion rate.

xmetric / Tableau formula:

IF (SUM([Key events]) / SUM([Sessions])) < MIN({ FIXED : SUM([Key events]) / SUM([Sessions]) })
THEN SUM([Sessions]) * (MIN({ FIXED : SUM([Key events]) / SUM([Sessions]) }) - (SUM([Key events]) / SUM([Sessions])))
ELSE 0
END

Limits of native GA4 and Data Studio (formerly Looker Studio) vs. local browser analysis

• Data Studio (formerly Looker Studio) GA4 Data API quotas: Connecting Data Studio (renamed from Looker Studio in April 2026; free self-service tier, Pro at $9 per user per project per month as of October 2026) directly to the GA4 connector shares hourly and daily Data API token quotas across your standard GA4 property (10 concurrent requests, 40,000 core tokens per hour, and 200,000 core tokens per day as of October 2026). Filtering or blending a high-cardinality landing page table often triggers quota exhaustion errors. Analyzing a CSV file in xmetric happens in your browser with zero API calls.
• When native GA4 or BigQuery is better: Standard GA4 UI CSV downloads cap at 100,000 rows per export and may apply data thresholding when Google Signals is active. If you have more than 100,000 landing page rows, query your GA4 BigQuery export directly. The xmetric app imports Parquet files today. Live connections to BigQuery and Postgres, and the xmetric MCP server, ChatGPT app and Claude connector, are coming.