Coming soon pages are the first point of contact with your audience, collecting leads and generating buzz before launch. User behavior is analyzed through various metrics, but effectiveness is measured not just by traffic — it’s also about engagement, which helps refine your strategy. In this article, we’ll break down how to connect tools and interpret data using proven practices.
Connecting Google Analytics
Google Analytics is an essential step for tracking visitors to your coming soon page. First, create a property for your Analytics account, create the tracking tag, and place it in your page’s code (after the <head> tag). To prevent mistakes, check the connection via the Admin part and configure the temporary page as a separate property — this is useful in isolating data from your main site. It’s particularly useful for campaigns that have multiple sources of traffic.
For example, in a cat genetic testing project using Analytics, connecting Analytics can provide information about how visitors are interacting with the subscription form for updates about the Basepaws DNA test for cats. This product, which screens for 64 genetic markers for predisposition to 43 conditions, needs a careful pre-launch strategy, and analytics will reveal how to better design it to increase engagement.
To start tracking, follow these steps:
- Create a Google Analytics account if you don’t have one, and add a new property for the page;
- Copy the global site tag (gtag.js) and paste it into the HTML of your coming soon page;
- Enable advanced features such as event tracking for subscription button clicks.
After setup, wait 24 hours for data to accumulate, then check the Realtime reports. This will allow you to see immediate results and make adjustments accordingly.
Using UTM Tags
UTM tags are installed on the URLs so that you can accurately monitor traffic sources to your coming soon page. Such parameters as utm_source, utm_medium, and utm_campaign can be used to segment the visitors by channel, social media, email, or ads. They can be made with the help of such tools as Google URL Builder, where the campaign details are entered.
Here are the key UTM parameters and how they’re used:
- utm_source: Identifies the platform, such as Facebook or Google;
- utm_medium: Defines the type, like cpc for paid ads or email for newsletters;
- utm_campaign: Names the specific campaign, such as launch_promo.
The tags are inserted into links like social posts or banners. In their absence, traffic is termed direct, thus making it difficult to analyze it. It is better to use the same pattern and not to use capital letters, as tags are case sensitive.
Interpreting Key Metrics: CTR, Bounce Rate, Subscriptions
CTR, or click-through rate, shows the performance of your calls to action. An ideal CTR of a coming soon page is 6 percent or above. When it is high, then it means that the content is appealing, and when it is low, then it means that it is not designed properly or it is not relevant traffic.
The percentage of sessions in which the user viewed one page only is referred to as the bounce rate. In the case of landing pages, this can go up to 70-90%. When the bounce rate is high, it means there is a problem with slow loading, expectations not being met, or poor engagement.
Events monitor important conversion metrics such as subscriptions. Growth in email subscriptions is a measurement of effective interaction. As CTR, bounce rate, and subscriptions are viewed in unison, they allow you to shape your content and reinforce your CTA.
| Metric | Avg value for landing pages | Notes |
| CTR | 2-5% baseline, 6-7% good | Measures ad or link effectiveness; higher indicates a strong appeal. |
| Bounce rate | 70-90% typical | High suggests quick exits; aim to reduce with engaging content. |
| Subscription rate | 1-3% average, 5%+ optimal | Tracks lead generation, influenced by form simplicity and incentives. |
| Time on page | 30-60 seconds | Longer durations imply interest; short ones signal mismatches. |
| Unique visitors | Varies by campaign | Helps gauge reach; repeat visits show sustained interest. |
Bounce rate is divided by traffic sources; the percentage of mobile visitors is often higher because of the convenience of the interface. Reports compare this with desktop performance, which helps optimize responsive design. If the bounce rate is more than 80%, then it’s advised to see the loading speed through tools such as PageSpeed Insights.
Tips for Optimization
Optimizing a coming soon page relies on regular data monitoring, where A/B testing is used to compare versions. Tools like Microsoft Clarity visualize heatmaps, showing where visitors click.
- Regularly update content to maintain interest among returning visitors;
- Use geolocation-based personalization for relevant messaging;
- Monitor mobile performance, as half of all traffic comes from devices.
We also recommend integrating data from multiple sources, such as analytics and email services, for a complete picture. This helps tailor content to your audience.
Final Thoughts
Tracking the effectiveness of a coming soon page is a strategic process, with metrics and tools at your disposal to learn about the behavior of your visitors. With the collected data, timely adjustments are made, which increases the chances of a successful launch. It’s best to begin with a simpler setup and move further into analysis.