Web Marketing Today

Using Google’s In-Page Analytics

Google Analytics offers “In-Page Analytics” that provides a visual assessment of how users interact with each page on a website. This includes information such as which links are being used, or if the content and layout is optimal. But until recently, users have found the tool less than helpful when it comes to data collection. Thankfully, Google recently made In-Page Analytics much more user-friendly and beneficial.

Get an In-Page Assessment

To access In-Page Analytics, go to the “Content” section in the “Standard Reporting” tab and click on “In-Page Analytics.” When the page loads, mouse over the various links to view a bubble with that link’s analytic information, including the destination URL and the number of other links on that page that lead to the same destination. Click the link to be taken to that page to view links there, and so on. Links will also appear as colored bubbles — with different colors depending on the percentage of clicks.

In Page Analytics

In Page Analytics can be found under the Content tab of Google Analytics’ Standard Reporting section.

At the top of the In-Page Analytics page, note the control bar, which allows you to adjust the threshold for visualization of the given metric you’re reviewing. Near the top of the page you will also see per page information, like the number of Pageviews, Unique Pageviews, Average Time on Page, Average Page Load Time, Bounce Rate and Percentage Exit.

Also available through this tool is the Browser Size feature, which shows the portion of your web page that is visible without scrolling — to the percentage of visitors you identify in the control bar. This allows you to see the highest visibility for content that would lead to conversions. You can also create separate tags for links within a single image on a given web page.

Tool Improvement Helps with Multiple Links

One improvement Google has made within the In-Page Analytics tool is the addition of Enhanced Link Attribution. With the previous version of In-Page Analytics, users could not differentiate the data between multiple links on a page. For example, if there were a link and a button that led to the same destination, the same statistic would show for both. Now, with a change to your tracking snippet, Enhanced Link Attribution can distinguish between multiple links and attribute the correct clicks to each link. It also shows when a page element — like the Search button — has multiple destinations, while also tracking buttons, menus, and actions driven by JavaScript. It even provides click-through information when a redirect is being used.

Seeing Is Proof

What is helpful, too, about In-Page Analytics is not just what you see, but also what can’t. The tool gives you a visualization of where visitors aren’t clicking. If a link or button isn’t being used, you will notice it here. For example, if your “Learn More” button is being ignored, it may be time to re-evaluate its location, change its text, or review another element that may be causing visitors to pass it over. This is also a helpful tool to examine the layout of your page(s). Remember, many visitors spend their time “above the fold.” So is your key content there? Are you making people search for something they expect to glance and click instantly?

Google In-Page Analytics screenshot

This screenshot of Google’s In-Page Analytics shows a web page from the author’s company, e-Nor, with bubbles beside areas that were clicked by visitors. The red arrows — inserted by Web Marketing Today — point to those bubbles.

Current Limitations

To be sure, In-Page Analytics has limitations. Here are four of them.

  • Clicking on a link to a secure domain doesn’t currently show in In-Page Analytics.
  • External links are not tracked.
  • Links to download files can’t be identified.
  • Links in multimedia/flash are not tracked.

Conclusion

The “In-Page Analytics” section of Google Analytics has recently been improved.  Website owners can use In-Page Analytics to see what users click on each page, among other data.  This will help make tweaks and changes to a page to better accomplish its goal, and increase the overall performance of a site.

Feras Alhlou
Feras Alhlou
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