If you prefer to view data in a visual form, you should consider utilizing In-Page Analytics reports. These will enable you to better understand what features of your site receive the most clicks, views, and other activity. You will be able to track navigation paths without needing to seek information within GA, which will provide you with detailed data you can act upon straightaway. This is particularly ideal for users who are new to GA as well as for veteran users who want to explain data to clients in a simplified form or just want a quick overview.
In-Page Analytics Explained
In-Page Analytics has a variety of functions, but it is especially helpful for checking issues related to layout, content, CTAs, and links. In the reports, you will see an image of your webpage with the percentage of clicks each link has received. Basically, this will allow you to determine where users lose interest in your site and what locations of your page are being neglected. However, the features of In-Page Analytics do extend beyond this with:
- Image maps support — Allowing you to create tags to each linkable part within an image
- Segment and data comparison support
- Control bar — Located at the top of the page, this enables you to change metrics and set thresholds for visualizations
- Bubbles — When you place your cursor on a bubble, it will expand to show additional information in the same metric as the control bar. You can apply a color scale for different values
- Browser size — Set browser sizes to see what appears above for fold for different users and better optimize visibility for conversions. With “Show percentiles,” you’ll see overlays for various browser sizes at the same time
How to Use In-Page Analytics
Setting up In-Page Analytics
To access your In-Page Analytics reports, you have two options. The first involves navigating straight to your account and finding the “Reporting” tab under “Your view.” Choose “Behavior” and then either “In-Page Analytics” or “Site Content” and “All Pages.” Finally, pick the page you want and select “In-Page” to access the report.
The other option is necessary if your browser blocks content to prevent malware. Install the Page Analytics Chrome Extension, log into your GA account, and then navigate to your site.
There are several ways to customize your In-Page Analytics reports, but two of the top ideas are as follows.
Firstly, you can customize your data range by clicking on the data panel in the dashboard. This will show you how changes on your site over periods of time impact user activity. You will be able to see where you have made improvements, find out if any changes are actually hurting your conversion rate, and determine where you need to focus to maintain progress.
A second tip is to take advantage of segmentation of data. For instance, you can find out where users arrive and the path they take if they remain on your site along with whether these users are referral traffic, direct traffic, new users, and more. In “Audience Overview,” create a new segment by clicking on “All Users” and choosing “New Segment.” You will have the opportunity to create a recommended segment or use your own custom criteria.
Examine data in detail
The problem with just using the basic features of In-Page Analytics is that you’ll be unable to tell where users click when more than one element leads to the same page. For example, if an image and a word lead to the same place, the visualization will show the same click percentage for both. If you want greater detail from your reports, it is possible to overcome this limitation by adding “Enhanced Link Attribution.” In the case you believe this would be worthwhile for you, carry out these instructions:
For analytics.js, update your GA tracking code with this:
ga('require', 'linkid', 'linkid.js');
You are updating just the middle line of code.
For ga.js, change to this:
var _gaq = _gaq || ;
var pluginUrl = '//www.google-analytics.com/plugins/ga/inpage_linkid.js';
_gaq.push(['_require', 'inpage_linkid', pluginUrl]);
You are updating the line that reads “var pluginUrl = ‘//www.google-analytics.com/plugins/ga/inpage_linkid.js’;”
Next, in the Admin tab of your account, find “Property Settings” under “Property” and switch “In-Page Analytics” on. You should create a unique “ID” for each link on your page.
Now that your In-Page Analytics are set up, you can start generating reports that will help you make consistent improvements to your site. You should monitor reports constantly, both to make changes to your site and to personalize the reports themselves to be more useful.