Content is king, even today, right? But, if you keep adding content to your website, without evaluating its performance, you may fall short of your goal to have large volumes of traffic or visitors.
You may use different content marketing strategies, but they may not be highly effective unless you have a clear understanding of how your website is currently performing. You need to know about the pages that your site’s users visit most often and the types of actions they perform on them.
In short, you need to carry out a comprehensive audit of your website’s performance at regular intervals. This is where Google Analytics Reports will help you, especially the “Behavior” Reports!
You can easily analyze the performance of your content and the engagement of the visitors to your website with the Site Content Report, which is a type of Behavior Report. But, how do you access these Site Content Reports? What are the benefits of Google Analytics Site Content Reports?
Let us dive deeply into the various details of Site Content Reports in Google Analytics to get answers to these queries and more.
Steps to Access the Google Analytics Site Content Reports
- Log in to your Google Analytics account and click on the “Reporting” tab.
- Choose the “Behavior” reporting section that appears just after the “Acquisition” section.
- Select the “Site Content” Report option that opens up to the different reports that it showcases.
Types of Site Content Reports and Their Usage
Once you are in the Site Content Report section, you can start focusing on how your site visitors engage with the content on the different web pages. The different Site Content Reports that can help you achieve this objective are discussed below:
The All Pages Report will help you identify which content on your website performs the best. You can easily determine which site pages get the most traffic as well as involve the maximum interaction with the visitors by using the following metrics:
- Pageviews - The number of views per page.
- Unique Pageviews - The number of sessions in which the specified website page was viewed at least once, without any duplicate views.
- Average Time on Page - The average amount of time spent by visitors on your site’s pages.
- Entrances - The number of times users entered your website through this specific page as the first one.
- Bounce Rate - The percentage of single-page visits, denoting the visits in which visitors left from the entrance page and did not interact further with your website.
- % Exit - The frequency of visitors viewing the page and exiting from that page or set of pages (the number of exits / the number of pageviews).
- Page Value - The average value of a page as per the following formula:
(Transaction revenue + Total goal value) / (Unique pageviews for that page or set of pages)
The Content Drilldown Report is pretty similar to the All Pages Report with only difference being that the data is broken down by subfolders. It is particularly useful if your website uses a specific subfolder structure, such as xyz.com/support/.
Clearly, this report drills down to the present top folders of your website, along with the top content within them.
We have the “Page path level 1” metric to denote the specific subfolder or subpage, as seen in the above metrics display for the Content Drilldown Report.
If your website gets large volumes of traffic, it may not necessarily mean that all your content pages offer great engagement and perform well. The main impact for your traffic is created by the page via which the visitors land on your website for the first time.
The Landing Pages Report will help you determine the top pages on your website where the visitors enter. It plays a big role in identifying those pages on your site that are most likely to convert readers into leads or sales.
The following are the major metrics on display via this report:
- Acquisition (including Sessions, % New Sessions, and New Users) - To get details about new sessions (first time visits by users) during a particular time interval.
- Behavior (comprising Bounce Rate, Pages Per Session, and Average Session Duration) - To learn about the count of pages viewed by users in a particular session, the instances of non-interaction after visitors enter the landing page, and the average time spent on your site in a session.
- Conversions (inclusive of Goal Conversion Rate, Goal Completions, and Goal Value) - To get information about your website goals and their conversions.
As the name suggests, the Exit Pages Report provides detailed information about your site’s pages from which the visitors exit your website. It is important to not only focus on the pages that attract more traffic and get the visitors to spend more time on your site, but to also focus on the pages that do not engage the audience and lead to their exit from your site.
In a way, this report enables you to prepare strategies to make the content more engaging on the exit pages. In this way, the visitors will spend more time interacting on them.
You need to ensure that the visitors perform the action that you intend them to do, even from your exit pages, by implementing the following tips:
- Have clear subscription details on those pages.
- Provide obvious social media sharing options.
- Link to other popular pages of your site.
The main metrics for the Exit Pages Report are below:
- Exits - The number of times visitors exit your website from the specified page.
- Pageviews - The number of pages viewed.
- % Exit - The frequency of users exiting from that page or set of pages after viewing by using the following formula:(number of exits) / (number of pageviews)
We hope that the above information about the the Site Content Report in Google Analytics proves valuable for tracking your website’s performance. Please feel free to post your feedback or queries in the comments section below.