Google Analytics is a very important tool every website owner should take advantage of. It lets you keep track of the overall performance of your site, find out where traffic is coming from, and obtain some very useful information about your audience. But did you know that you can also use Google Analytics to see if the content on your site is working or not? If you haven’t tried using Analytics to review your web content, now is the best time to do so.
According to Anna Lewis of Search Engine Watch, the Site Content reports on Google Analytics are extremely useful, no matter what the nature of your business is. The Site Content reports are broken down into major sections and each section can provide you with specific and more in-depth reports regarding the performance of your web content. They can be accessed through Site Content under the Behaviour tab. Here are some of the content reports on Google Analytics that you should look into.
Under All Pages, you will find a list of all the pages on your website that have been viewed during the selected date range. Anna said if there are pages missing from the list, they either didn’t get viewed or you have failed to install the tracking code properly.
Viewing the All Pages report enables you to determine the level of user interaction each webpage has. For instance, “Page views” lets you determine how many times a page was viewed during a specific time period, while “Average Time on Page” gives you data on the average amount of time visitors spent perusing your content. “Bounce Rate,” on the other hand, is the percentage of users who viewed a webpage but left your site immediately.
Content Groupings lets you analyse the different types of content on your website and them compare them against others, giving you aggregated data for the content within each group. However, Anna said Content Groupings should be set up beforehand. To enable them, you should see the help guide for the Google Analytics Content Grouping.
According to Anna, in-page reports give you a “very visual way to understand your content and on page activity.” They help you determine which of the pages on your site gets more traffic and the highest number of views. And if you implement Enhanced Link Attribution, they allow you to identify which banners work, which pages don’t need links from the menu, and so on.
Analytics reports on landing pages are extremely handy, especially when it comes to measuring the performance of your marketing strategies. Because they are the only pages in the content reports that show you a conversion rate, they should be monitored regularly, especially if you’re testing several landing pages. Anna said it is very beneficial to keep track of the conversion rate and traffic of different landing pages as it helps you identify the right combination of marketing method and landing page to get better ROI.