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This section shows information about pages at your website. You can select a page and then learn all about it: what page the visitor came from and which page the visitor went to, along with which keywords brought visitors to the page. You can also see which pages produced conversions. Here s a list of the reports available in this section:
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Content | Overview You can look at a page and see where people come from and where they went after they left the page. However, this report shows only the traffic among pages within your site.
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To see the list of websites that sent traffic to your site, use the referrer report. (To see where your visitors go, use Content | Outbound Links report.) Along the right side, click Navigation Summary. Click the Content dropdown menu and select a page.
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Shows a list of pages by file name.
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Content | Content by Title Shows a list of pages by title. This report uses the TITLE tag in the HEAD section, and it requires that you use a unique TITLE tag on every page. If multiple pages have the same title, they will be reported as one page, which causes misreporting. This report is useful for small sites, but sites with tens of thousands (or millions) of pages won t have meaningful unique TITLE tags. If you have a small site (under a few hundred pages), this report may be more useful than the Top Content report, because the titles will make sense. You can use Google Webmaster Tools to find which pages have duplicate titles and fix that. Because this report shows the page s traffic, you can use this to improve your page s TITLE tag. Try different TITLE tags, based on top keywords from analytics and PPC, and see if the traffic improves. Content | Content Drilldown This report lets you view your folders. If you have pages within folders, this report lets you select a folder and then view the pages within the folder as a group. Content | Top Landing Pages This report shows the pages at which visitors enter your website. For example, your home page may show 100,000 views in the Top Content report, but 80,000 visits in the Top Landing Page report. This means 80,000 people started at your home page, and another 20,000 came to the home page from other pages within your site. This report is useful for improving the bounce rate because these pages are the first thing your visitors see. If you have 10,000 pages at your site, use this report to see which pages bring you the majority of the traffic. You ll find that you ll need to do SEO work on only a few pages. Content | Top Exit Pages This shows where people left your site. Be careful with this report. People have to leave a site from somewhere. An exit page doesn t mean it is a bad page. Content | Outbound Links This shows the sites where people go after they left your site. Content | Navigation Summary At Content | Overview, select a page. Along the right side, click Navigation Summary. This shows what page the visitor came from and which page the visitor went to.
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Goals
The Goals section covers your conversions. What can you learn about your conversions If you can get an idea of which visitors are converting, you can create campaigns to target those groups and get more conversions. To use this section, you need to set up goals, which also means you ve calculated your KPIs. As stated in the last chapter, you shouldn t use analytics to track revenues, profits, commissions, and your bonus because it will underreport by 10% 20%. Instead, use analytics to track relative amounts of trends, referrers, and keywords. Here is an summary of the reports in this section:
Goals | Overview Click your goals (Goal-1, Goal-2, Goal-3, Goal-4) to look at each of them. Goals | Conversion Rate If everything stays the same, use this report to see if your conversion rate is trending up or down. But nothing ever really stays the same, does it There are always new products, new competitors, and new campaigns. Goals | Goal Verification This shows the pages that people visited before they converted. You can also set a directory as the goal. This lets you know how the pages within the directory (the silo) are performing. Goals | Reverse Goal Path Use this report to see the different combinations of pages that were viewed in a conversion path. Study the most common paths and improve them. Goals | Value This shows the trend in goal values for the various goals. Goals | Abandoned Funnels Shows the funnel abandonment rate. This report isn t very useful, though. Visitors often leave to check something and then come back, but that still counts as an abandonment. Goals | Funnel Visualization Use this report to see the funnel as an image. You can see where visitors entered the funnel. You can also see where they went when they abandoned the funnel.
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