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Marketing With Google Analytics: 4. Content Metrics

Sarah Jamieson - Thursday, April 03, 2014


Here are some of the Content Metrics that are obtained from Google Analytics.

Top Content

You can discover the most-viewed pages on your site and information about how users interact with them. For example, a high:

  • ‘Time on Page’ may show content that is especially engaging to visitors.

  • bounce rate may indicate a landing page that needs to be more relevant to the ad that links to it.
  • number of exits from a funnel page may mean your process is not clear enough or the page is generating an error. (With this you can easily find and fix all your error pages by doing a Site Audit with Persuasionworks’ SEO Software.)

Content Drilldown

View your content by drilling down through your site folder / silo structure to view data for each page. See 'Top Content' above, for some examples of useful data.

Top Landing Pages

Discover the most popular pages that visitors use to enter your site (also called entry pages).

You can view effectiveness metrics like bounce rates and goal conversion rates. These indicate how successful your landing pages are at meeting visitors’ needs and leading them to complete your site goals.

You may need to better target your ads and landing pages to give your visitors what they want, and make sure you are telling visitors what you want them to do with a clear call to action.

Top Exit Pages

View the top pages that visitors exit your site from. The significance of this varies by page.

Exiting from a goal page, like a “thank you” page displayed after an order, means a goal conversion.

However, exiting from a non-goal page, especially a page within a funnel you’ve defined, means that page may be confusing to users, or generating an error.

Site Overlay

This is a cool intuitive feature that lets you browse through your site while viewing clicks, conversions, and revenue numbers for each link.

How could you make your most valuable links more eye-catching and effective?

Site Search

Gives you information about visitors who use your web site search. Visitors often use your site’s internal search tool as a form of navigation.

Site search reports provide information that you can use to improve results. For example:

  • New keywords to use in search marketing
  • Poor search results
  • Missing content.

Virtual Pageviews and Event Tracking

Use these methods to track the performance of technologies that don’t generate pageviews.

For example: Flash, video players, JavaScript, file downloads, and dynamically generated pages (e.g. PHP).

You can get useful information such as:

  • Number of times a video is viewed
  • Length of time to load video
  • Number of times a report is downloaded
  • Number of errors visitors get when completing a form.


  • You can link your AdSense account to GA for integrated reporting:

    Top AdSense Content – See details of your web pages’ performance and track ad performance.

    For example, if you discover that some of your pages have a high number of pageviews but aren’t very profitable, you can focus on improving these pages.

  • Top AdSense Referrers – Shows how different traffic sources contribute to your income.

  • AdSense Trending – Discover trends in revenue at different times of day and different days of the week.

  • View revenue by user visits as well as page impressions. This gives you a more complete view of what visitors are doing on your site before they click your ads.

  • Break down revenue by visitor location, browser, and traffic source to learn more about your users so you can better tailor your site for them.

  • View traffic by AdSense impressions, clicks, and earnings rather than just by pageviews.

Next Blog: Goals and Conversion


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