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Analytics – What is it and Why you NEED it! – Part Five - January 5, 2013

If you missed our previous post you can find it here:

Last month we covered the Traffic section of Google Analytics and now we will focus on the Content. There is quite a bit of information in this area so we kept this post as short as possible while giving you the most detail we can.

  • Content
    • Site Content
      • All Pages: This is a breakdown of the pages on your site and allows you to see specific items for each page during the period of time you selected earlier. Each item can be sorted from highest to low by clicking on the header title. The same terms we covered before are used again such as: Pageviews, Unique Pageviews, Avg. Time on Page, etc.
      • Content Drilldown: This will find the page paths for you this means anything in a sub-folder on your site. For example if you have WordPress site you would see a breakdown like the image below:
      • screenshot-of-drilldown
      • Landing Pages: These are the numbers for pages that a user first hits when on your site. This would normally reflect your home page towards the top (it will show up as “/” under the header Landing Page). Other pages will show up as well. This is an excellent tool to see what your top pages are and to better understand how people are finding your site.
      • Exit Pages: These are the pages that users last visit before leaving your site. This is another excellent tool to decide what additional “call to action” items you can put on the pages a user leaves your site from.
    • Site Speed – This section may not always have data on it. It depends on the amount of pages visited during a period of time.
      • Overview: Basic breakdown of Avg. Page items that can be used to determine if your site is loading fast enough.
      • Page Timings: this will tell you numbers for specific pages that were included in your sample. Screen shot below:
      • screenshot-of-page-timing
      • User Timings: this may or may not have data associated with it. This will just show what a specific user may experience as far as timing goes on the site.
    • Site Search: To fully use this item you will want to make sure your site has signed up for Google Webmaster Tools and that you have linked a profile for your site to your Google Analytics profile as well.
      • Overview: basic overview of the Search Term entered into Google that a user has used to find your site. It will present the Total Unique Searches and the % of Total Unique Searches. This is an excellent tool to see what terms users have entered into Google and then followed through with a click to your site.
      • Usage: This breaks down the number of visits to your website With and Without Site Search. You can see the percentage of users that are finding your organically, and those that are finding you directly through a Google Search.
      • Search Terms: This is the breakdown of terms that a user entered into Google, then read through the results, and finally clicked on the link to your site.
      • Pages: These are the pages that Google returned to the user when as a search result and then the user clicked on the link to go to your site.
    • Events, AdSense, and Experiments are items that are not going to be available to everyone so I will not cover these topics. It is best to talk to your webmaster to learn more about these items and what they mean and can do for you.
    • In-Page Analytics:
      • New feature that will show a screen shot of your page and allow you to see the number of clicks (as a percentage) that a user followed from any page. It is very visual and easy to understand and can be an excellent tool for you to see the flow on your site. This will allow you to see where you can put additional “call to action” items on your site.

This concludes our series on Google Analytics. It was meant to be an overview of topics and items to give you a basic understanding of how to read your Analytics and why it is so important to have them for your site. The number of items you can track, view, and use to improve your site are excellent. Should you have further questions not covered in this topic feel free to contact us and I will do my best to answer your questions.