Using Google Analytics To Drive Meaningful Growth (Part 2: Your Content)

Top-Performing Content

Now that you've learned more about your users, it's time to find out what pages on you're site they're responding the most to. 

Head on over to Behavior -> Site Content -> All Pages to see a list of your highest-trafficked pages within any given time range.


From here, you might observe a page with a lot of traffic and want to know where that traffic is coming from. 

To find out, first, click the page. On the resulting screen, select Secondary Dimension and then Acquisition -> Source.


This will allow you to see all of the page's traffic over the given time period broken down by channel.


From here, you may want to return to the All Pages view and remove the Secondary Dimension. To do so, click the 'All' link up near the top of the screen.


Reporting Stats for a Particular Page

The Behavior -> Site Content -> All Pages screen is also a great view to use to report key stats for a particular page or group of pages. For instance, you may want to report the total page views and average time on page for a piece of sponsored content.

To do this, copy the portions of the page's URL that are unique to that page -- for instance, if the page's URL is https://donyc.com/p/best-heated-rooftops-and-patios-in-nyc, you'll want to copy "/p/best-heated-rooftops-and-patios-in-nyc" -- then paste that text into the search bar (see below), and hit enter to search.


Be sure to set your date range (in the top right) to include the entire period of time that the piece was live and relevant to the report.


Within these search results, it's normal for there to be a few extra versions of the page's URL with additional tracking codes attached that Google Analytics failed to roll up into the parent page. We'd recommend reporting the total numbers for each stat (see arrows above) that include all of these variations, so you get credit for all of your promotion.

These extra URLs should only account for ~1% of total page traffic. If you see an instance where they make up a bigger portion than that, please reach out to Support so we can correct the issue.

Content Page Types

Subdividing your All Pages view by page type can be very helpful -- both in understanding how much traffic goes to certain page types -- and also in quickly seeing top-performing content by page type. 

To roll up your Behavior -> Site Content -> All Pages view by page type, select the 'None' next to Content Grouping, and then select Page Type.


You'll then see your site's traffic statistics broken down by page type:


Note: the 'Other' page type is also what we call your Listings pages -- meaning your home page and any other page that shows events based off of a given day and shortcut.

From here, you may select a particular page type to see its highest-trafficked pages over a given time frame:


On this screen, you can click into each given page and apply the Acquisition -> Source secondary dimension to see that page's traffic like we discussed above.

You can also click the arrow to the right of the page type in the top left of the screen to toggle between page types (see arrow above).

Top Content By Traffic Source

You may be curious about your top-performing content by traffic source. For instance, which pages were most successful in your emails this year?

There are a few ways to see this information; perhaps the easiest is to navigate to Acquisition -> All Traffic -> Channels. From there, select the traffic source you'd like to investigate and then select Landing Page (this may already be selected for you by default depending on the traffic source).


Viewing Data on CTA Buttons (Add, Buy, RSVP & Win)

To see click data on how many times a specific CTA button was clicked, navigate to Behavior -> Events -> Top Events -> CTA Buttons.


Then, select the relevant CTA button, and then the relevant event. Make sure your date range is adjusted appropriately to include all relevant clicks. Total Events = total number of clicks; Unique Events = total number of sessions with at least one click.

Viewing Data on Nav Links

To see click data on how many times a specific CTA button was clicked, navigate to Behavior -> Events -> Top Events -> Main_Nav -> Featured_Link.


Now that you're a wiz at understanding your own site's traffic, let's talk about how you can use the Network Stats account to uncover insights about what's working for the rest of the network. Click here to get started -> Using Google Analytics To Drive Meaningful Growth (Part 3: The Best of the Network).
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