Overview of Analytics Content Reports
Objective: In this module you'll learn all about the reports in the Content section of Google Analytics. You'll also get introduced the concept of 'Bounce Rate,' an important metric indicating your page's relevance and effectiveness, as well as tips on how to use these reports to find out how engaged visitors are with your site.
Interpreting Analytics Content Reports
The first three reports listed in the Content section all show the same information, but each report organizes it differently.
Pages in your Content reports are represented by their 'request URIs,' which is the part of the URL after the domain name. So, a forward slash ('/') represents your home page. When you create your profile, you should specify the name of your homepage as the ;Default' page. That way, instead of having forward slash show up in your reports, you'll see your homepage URI instead.
Top Content:
Lists each page that received traffic.
Top Content:
Lists each page that received traffic.
Content by Title:
Groups your pages according to 'Title' tag. You can click on a title to see the pages that share that title.
Groups your pages according to 'Title' tag. You can click on a title to see the pages that share that title.
Content Drilldown:
Groups pages according to directory. You can drill down and click on a directory to see the pages in the directory.
Groups pages according to directory. You can drill down and click on a directory to see the pages in the directory.
Top Landing Pages: Lists all of the pages through which people entered your site. You can use this report to monitor the number of bounces and the Bounce Rrate for each landing page. Bounce Rate is good indicator of landing page relevance and effectiveness. You can lower bounce rates by tailoring each landing page to its associated ads and referral links. The more relevant the page, the less likely a visitor will be to bounce.
Navigation Analysis
Navigation Analysis reports can help you understand how people move through your site. The reports are listed on the Content Overview page. They're also available from a pulldown menu when you drill down to a page detail report.
Navigation Analysis reports can help you understand how people move through your site. The reports are listed on the Content Overview page. They're also available from a pulldown menu when you drill down to a page detail report.
Navigation Summary: The first of the Navigation Analysis reports, it can help you see how people arrived at a specific page and where they went afterwards. Percent Entrances shows how frequently the page was a landing page. Percent Previous Pages tracks how frequently visitors came to the page after viewing another page on the site. Percent Exits measures how frequently visits ended on this page, while Percent Next Pages measures how frequently visitors continued on to another page on the site.
The list of pages that were viewed immediately before the page or pages is shown in the left column and the right column displays the list of pages that were viewed immediately after the page or pages.
Sometimes the Previous Page, the Next Page, and the page you are analyzing are all the same page. This can be caused by visitors hitting the refresh button multiple times and generating "self-referring" hits. It can also be caused, for example, if the page has graphics that the visitor can click to enlarge. For example, a visitor views the page and Google Analytics registers a pageview. Then the visitor clicks on a graphic and views the enlarged graphic file. This doesn't result in a pageview because the enlarged graphic file doesn't have the Google Analytics Tracking Code. The visitor then clicks the back button, which registers another pageview. If there are many images on the page, it's possible that the visitor will click on each graphic. This scenario will cause the Previous, current, and Next page to all be identical.
The list of pages that were viewed immediately before the page or pages is shown in the left column and the right column displays the list of pages that were viewed immediately after the page or pages.
Sometimes the Previous Page, the Next Page, and the page you are analyzing are all the same page. This can be caused by visitors hitting the refresh button multiple times and generating "self-referring" hits. It can also be caused, for example, if the page has graphics that the visitor can click to enlarge. For example, a visitor views the page and Google Analytics registers a pageview. Then the visitor clicks on a graphic and views the enlarged graphic file. This doesn't result in a pageview because the enlarged graphic file doesn't have the Google Analytics Tracking Code. The visitor then clicks the back button, which registers another pageview. If there are many images on the page, it's possible that the visitor will click on each graphic. This scenario will cause the Previous, current, and Next page to all be identical.
Entrance Paths:
Can be used as a powerful tool for analyzing navigation paths. For example, you can use this report if you want to find out whether people clicked the 'Purchase' button on your landing page and actually completed the purchase. To find out, go to the Top Landing Pages report and click the landing page you want to analyze. Once you are on the Content Detail report for the page, click 'Entrance Paths.' You'll now see the Entrance Paths report for your landing page. In the middle column, you'll see all the possible clicks people made on the page. Choose the link that represents the 'Purchase' page. In the right hand column, you'll now see all the pages visitors went to after the 'Purchase' page. By looking at this list, you'll be able to see how many visits ended up on the Purchase Completion page. This report can show you if the landing page is doing the job you designed it for.
You can use the 'Analyze' drop-down menu to view additional reports such as Entrance Sources and Entrance Keywords. The 'Content' drop-down menu allows you to select or search for specific pages to analyze.
Can be used as a powerful tool for analyzing navigation paths. For example, you can use this report if you want to find out whether people clicked the 'Purchase' button on your landing page and actually completed the purchase. To find out, go to the Top Landing Pages report and click the landing page you want to analyze. Once you are on the Content Detail report for the page, click 'Entrance Paths.' You'll now see the Entrance Paths report for your landing page. In the middle column, you'll see all the possible clicks people made on the page. Choose the link that represents the 'Purchase' page. In the right hand column, you'll now see all the pages visitors went to after the 'Purchase' page. By looking at this list, you'll be able to see how many visits ended up on the Purchase Completion page. This report can show you if the landing page is doing the job you designed it for.
You can use the 'Analyze' drop-down menu to view additional reports such as Entrance Sources and Entrance Keywords. The 'Content' drop-down menu allows you to select or search for specific pages to analyze.
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