Google Analytics Content Data

Continuing in a series of posts about Google Analytics data, today we're going to talk about the content data.

This information is important because it allows you to see how well your pages are performing.  You can find-out if your landing pages are causing your visitors to stick around or flee.

Here's all of the information you can access:

In the overview section, you get basic data about what pages are getting visited in the "Top Content" section and you also see the big picture of the amount of page views, unique visitors, and the bounce rate (the amount of people that are not digging further in the sites).

After the overview, you can dig deeper into the "Top Content" data.  You then get the following data:

You can see how many views, visitors, average time on page, bounce rate, exit rate (the amount of visitors that did not visit another page and left.  Though, they may have visited other pages before then), and the amount each page is worth (how many sales or transactions the page led to).

You get this information for each page and for the entire site.  You can then pinpoint what pages are productive and which pages need to be tossed or optimized.

Next, "Content By Title" breaks the data down for each page according to the title of each page (same info as Top Content, but organized differently).  Similarly, there's also "Content Drilldown," which is the same data, but allows you to view your data according to folders each pages are in (this may not be useful to you).

After looking at your pages, you can take a closer look at your bounce rates by selecting "Top Landing pages:"

This is the amount of people that leave divided by the amount of entrances to that page.

This is compared to % Exits, which you can see next in the "Top Exit Pages:"

This is the amount of exits from a page divided by the amount of pageviews (visitors could have come-in from any page on your site where as bounces tracks only the amount of entrances for each particular page).   

Finally, you can move on to view the "Site Overlay."  This allows you to see how users are interacting with your site, including what links they're clicking on.

In the content area, you also have the option to set-up "Site Search," which allows you to see what people are looking for on your site.  You can also set-up "Event Tracking," which allows you to track when certain events happen on your site, such as interacting with a video or audio player.  For more on setting-up event tracking, check-out this guide here.  

Overall, content allows you to see what on your pages is working down to even the smallest of events. You can also pin-point pages that draining visitors and which ones are converting visitors into customers.