- [Voiceover] The site content reports
within the behaviors section help us
to understand which pages are performing well
and are getting users' attention,
and which pages might be struggling
for engagement.
So we come down here, we're under the behavior
section in the site content drill down,
and then all pages report.
This general layout should look familiar
with this data over time graph on top,
and then the data table below.
Notice, however, that the default metric
is now page views, which is, as we said before,
just a counter of any time anyone loads a page,
this increases, and the primary dimension is the
path to those individual pages.
And this page's dimension is made up the location
of the pages in your site when you look up here,
your standard URL, you've got your domain,
and then after the domain, here is the location.
This thing is sometimes known as a URI
or request URI, and this is what we're going
to be looking at down here for the page location.
Now here in the all pages report,
we can glean insights about these pages
with the behavior metrics we've discussed before,
as well as a few new ones.
Now what's really interesting is
when we look at things like bounce rate,
we've seen this metric before,
but it wasn't super actionable.
If your entire site has a bounce rate of 90%,
what are you going to do about that?
When you average all the pages' bounce rates
together it's not really actionable,
but now that you know how to split this data
by individual page, you can use an individual
page's bounce rate to go to that page
and figure out what's going on on that page.
So if we want to dive into bounce rate,
we can sort by bounce rate, but one of the things
I like to do is actually use this comparison one,
it makes it a bit easier, and then when we select
bounce rate here, we can see it immediately jumps out
where the problem areas lie. In this case,
it's the brand youtube page for sure.
Now if we want to figure out what's going on here,
we can click into that page, we'll see
the breadcrumbs here that we're only looking
at that page, which, of course, means the only page
URL we have here, which is not super interesting.
But maybe we want to take a look
at where that traffic came from,
or the medium that sent it there.
My suspicion is that people are doing
an organic search for youtube,
and ending up on the youtube store,
and that's not where they want to be.
However, when we look at this, we see that
organic actually has a better bounce rate
than referral on some of these others,
so that doesn't seem to be the case.
Now I can look at what geographies
traffic is coming from, potentially language issues,
browser issues, if they do follow up searches
via site searches, there's a lot of analysis
we could do to figure out what's going on here.
Or maybe we just determine that this particular
audience is not one that connects
with our content or our products.
Okay, let's go back to the data table,
and let's clear out this particular page.
We're going back to all of the pages.
And I'm going to close the left now,
so we have a little more room.
Now we're still here on medium,
because we set that before, but now we're going
to go back to page.
One of the things I want to look at
over here is page value.
This is an interesting metric that
attempts to give us some idea
of monetary value of a page.
So when a transaction happens or a goal is achieved,
we take the revenue or goal value from that,
and we divide it up against all the unique page views
that were part of this session prior to that transaction.
So if we find that a page is repeatedly part of that set,
it will gain more and more value over the time,
and it's kind of a cool high level metric
to see how valuable a page is,
or how often it is part of a transaction.
There are also other dimensions you can switch into,
such as page title, and be sure to give your pages
titles when you're creating and publishing them.
This not only helps with analytics report
to figure out which ones these are
and segment our data, but it boosts our SEO as well.
If you don't name your webpages,
then the page views associated with those
are either going to all go into one page,
like home or into the "Not Set"
if there's literally no page.
So that's worth pointing out,
if you have a page here that has the same name,
it will combine those into one,
and this will be the combined metrics for that page.
So this is the all pages report.
There's another useful one that I want
to take a look at under here.
And that is the content drill down.
Depending on your site's architecture,
this is going to be more or less useful for you.
While the all pages reports shows the individual
item's performance, it doesn't make it super easy
to group them up, and this sometimes be misleading,
because you might have one section, such as a blog,
that represents a ton of traffic as a whole group,
but, individually, each post might not compete
with say a careers or about us page,
and if you want to understand the popularity
of sections of your site, and you have it
in these subdirectories, then this can be
a really easy way to look at that.
So here in the content drill down,
we start with this level one, which is the
first section right off of the root.
You can see then as you drill down into these folders,
see some of these icons and folders,
and we'll get a bit more.
For example, if I drilled down
into the google redesign, then I can see
the apparel and the accessories, bags, etc.
And as we look, the numbers that we have for here
are going to be all the pages under the apparel section,
or all the pages under the accessories section.
Now again, not every site can take advantage of this.
If you have very flat architecture, like a blog
where all the content is off the root,
and there isn't any clear way to drill down,
then this might not be as useful.
Okay, so we've seen a few different ways to analyze
a content on your site.
I suggest you spend some time here,
this is a really useful section of the site.