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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


Marketing With Google Analytics: 1. Introduction

Sarah Jamieson - Sunday, March 30, 2014


Online businesses have a huge advantage because everything online is easily measurable! Most businesses I have surveyed never track and test their processes, so ongoing testing will put you way ahead of the game. It’s easy to keep finding new ways to improve performance.

There is room for improvement in everything connected with your eBusiness.

The results obtained from analytics are scientific. They are the only way to refine and optimize your business and marketing processes for the highest performance!

Remember, exponential growth does not have to just be one big improvement – it is lots of little improvements that add up.

If you neglect analytics: testing, tracking, and optimization then you are throwing away one of the greatest advantages of running an eBusiness.

I know that the following analytics material is somewhat dry and difficult to read. However, I suggest that you make a quick overview of the whole chapter and refer back to the items on an ‘as needs’ basis.

With our Persuasionworks system you can choose to use our analytics or install Google Analytics - or use both.

Tracking with Google Analytics

Google Analytics (GA) is a web site tracking tool provided free by Google. It used to be a system that you paid for, but Google bought out the system and now provide it gratis. You can’t beat free!

GA is intuitive and user-friendly, and it’s perfect for beginners and non-techies and it also has the advanced functionality to keep experienced marketers very happy!

Just because it’s free doesn’t mean it doesn’t have powerful features. Google Analytics will give you “insight payoff” that’s the equal of tracking programs costing thousands of dollars.

What Google Analytics Does for You

Basically, GA shows you:

  • Where your visitors came from;
  • How they interacted with your site;
  • How to improve your site so more visitors take the actions you want them to take.

With this information, you can improve your site and marketing performance to make more sales with higher Returns on Investment (ROI):

  • Sales process – Spot the weak points where you’re losing visitors, and “plug the leaks” to improve conversions.
  • Content engagement – Track visitors’ engagement with your site content and social media. Engagement is key to building relationships, positioning yourself as an expert, and creating loyalty.

    Find out how to improve visitors’ experience on your site so they consume more of your content, revisit more often, and interact more with you.
  • Traffic sources – Compare the behavior and profitability of visitors from each of your traffic sources (such as ads, search engine listings, emails, and keywords). GA will track your visitors from click through to conversion.
  • AdWords – GA integrates with AdWords to provide extra information that can increase performance and ROI. GA automatically tracks cost and conversion rates by keyword and landing page.
  • Most and least popular and effective pages – See which pages are viewed the most and find out which pages are most and least effective at getting visitors to take the actions you want.
  • Goals – Track how often visitors take the actions that are important to you, like purchasing, signing up for your email list, or even spending a certain amount of time on your site.

Ok, that's the intro to GA. Next blog: Google Analytics and Site Visitors.


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