Google Analytics Top Content Report
One of the Top Content reports is Google Analytics Top Content Report, which:
- Lists each web page that receive traffic
- Shows each web page as request URI (the part of the URL after the your site’s domain name)
- Shows your site’s home page as a forward slash (“/”), e.g.
/ = www.gordonchoi.com
Navigation Summary, Entrance Paths, Entrance Sources, Entrance Keywords
Click on one of the web pages (request URIs) while looking at the Top Content report, you will be taken to the Content Detail page. In the Content Detail drop-down box, you will find 4 reports available:
- Navigation Summary
- Entrance Paths
- Entrance Sources
- Entrance Keywords
Google Analytics Navigation Summary Report
Navigation Summary report shows you which web pages the visitors were from before viewing the specific web page, and which web pages the visitors went after viewing the specific page. The specific web page may also be a landing page (entrance page) and/or an exit page.
- The number of pageviews of a specific web page in Navigation Summary report match up with the number of pageviews in your Top Content report and Content Detail reports
- Percent (%) Entrances measure how frequently a specific web page is a landing page to visitors (in percentage)
- Percent (%) Exits measure how frequently a specific web page is an exit page to visitors (in percentage)
- Percent (%) Previous Pages track how frequently visitors view a specific web page after viewing other web pages on your site (in percentage)
- Percent (%) Next Pages track how frequently visitors view a specific web page before viewing other web pages on your site (in percentage)
- Percent (%) Clicks are displayed for each of the previous pages and next pages for the web page you are analyzing in Navigation Summary report
Example on how percent (%) clicks are calculated for the Navigation Summary report:
- Say page A received 100 pageviews
- Page A was a landing page for 30 visits
- Page A was an exit page for 20 visits
- Page A was viewed 70 times after the visitors viewed other web pages on your site
- Page A was viewed 80 times before the visitors viewed other web pages on your site
- Percent (%) Entrances: 30/100 = 30%
- Percent (%) Exits: 20/100 = 20%
- Percent (%) Previous Pages: 70/100 = 70%
- Percent (%) Next Pages: 80/100 = 80%
Google Analytics Entrance Paths Report
Google Analytics Entrance Paths report allows you to analyze post-click traffic of your landing pages and figure out your site’s navigation paths after visitors viewed your landing pages.
- Entrance Paths report shows 2 levels of subsequent web pages after visits to the landing pages: “Then viewed these pages” (first page after landing page) and “And ended up here” (second page after landing page)
- The number of page views shown in Entrance Paths report include all the entrances to the web page and all page views the visitors viewed after entering the web page
- Entrance Sources and Entrance Keywords reports display pageviews, unique page views, average time on page, bounce rate, and percent (%) exit as metrics
- Entrance Sources report: Include entrances from all traffic sources
- Entrance Keywords report: Include keywords with entrances from search engines (Split SEO and PPC keywords with Google Analytics PPC conversion tracking for better reporting)
Navigation Summary Report vs Entrance Paths Report
Pageviews in Navigation Summary Report do not match up with pageviews in Entrance Paths Report:
- Navigation Summary report allows you to see which web pages on your site visitors viewed before viewing the current page, but Entrance Paths report shows you what web pages (up to 2 pages) visitors see after the landing page.
- Navigation Summary report’s pageviews only include page views of the current web page, but Entrance Paths report’s pageviews include page views of the landing page and 2 subsequent pages visitors view after the landing page.