Google Analytics - Content Engagement

Screen Shot 2013-01-12 at 9.13.26 AM
Screen Shot 2013-01-12 at 9.13.26 AM

Have you ever wondered what people are engaging with on your site?  Through the Content feature on Google Analytics you can see what pages people are going to, how long they are saying, where they are leaving from, and so much more!  Let's take a look at some of the core features of Google Anaylytics Content feature.

When you first open the page you will see a graph that will look much like the Google Analytics Home screen, but the graph displays total page views rather than overall site views.  This means that if someone goes to 5 different pages on your site they will be counted 5 times on this page, but only once on the overall site views.

Below the graph you will see a bolded list of numbers.  These are the key statistics that you will want to monitor on this page.  Let's review this list and what each of these numbers mean:

Pageviews: this is the total number of pages viewed. Repeated views of a single page are counted.

Unique Pageviews: this is the number of visits during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page Title combination.

Avg. Time on Page: this is the average amount of time visitors spent viewing a specified page or set of pages.

Bounce Rate: this is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).

% Exit: this is the percentage of site exits that occurred from a specified page or set of pages.

Generally when people visit your site you will want to engage them beyond the home page and these analytics help you to really understand how well you are doing this.  You can see how many and which pages they visit, how long they stay on these pages, and which ones they typically exit your site from.

Below the primary list of Analytics you will see the title "Page" with a list of your pages underneath.  This will list you site pages in order of popularity giving you the pageviews and % of site views.  You can actually click on each of these pages for another full page of analytics on each of these pages, but I won't get into that detail in this blog post.  Check it out though, I think you will also find this information to be interesting and valuable.

This information can tell you a great deal about the content on the site and potential adjustments that you might need to make.  One page might get more views just because of the location of the link on the home page or it could be the appeal of the graphic or the wording of the link.  I encourage you to take this information and experiment with various changes trying different locations, graphics, etc. to better understand the behavior of your audience to your site.

Whatever you do though, don't get comfortable!  Never stop trying new things!