Google Analytics has so many tools packed in to one interface that it’s easy to miss several of its features. For example, I used Analytics for years before finding the Navigation Summary in the Pages Report.
Sure, you can get a quick overview of whether you’re getting more or less viewers without digging in to find the details of your web traffic, but truly optimizing the experience for your visitors requires a more complete understanding of how people are using your website. Are they finding what they’re looking for? Are they completing the actions you want them to take?
Earlier this week, we look at different types of visitor flow to see the whole picture. The Navigation Summary gives us a zoomed-in view on a single page at a time.
The Navigation Summary in Action
To find the Navigation Sumamry, you’ll first need to look on the left side of the screen to find the “Content” section.
- Click on “Content” to expand the menu
- Click on “Site Content” to expand yet another dropdown menu
- Click on “All Pages”
- On the right side of the screen, look for the “Navigation Summary” tab above your chart (see screenshot below)
How could we have ever missed that report, right? It’s so easy to find.
Like a lot of little features inside Google Analytics (GA), the tab reports becomes quite useful – after you know how to easily get to them. Again, if you don’t want to have to remember all those steps each time, just create a Shortcut.
In the screenshot above, I’m examining traffic to and from the homepage (as indicated by the bottom arrow on the right). From the little dropdown, you can easily select any page on your site to see which pages visitors viewed before arriving at the page and which pages they saw after the selected page.
The little graph there in the center of the above screenshot refers to the pageviews of your selected page. If you’re new to GA, this is a great way to examine your most popular posts or the page you need visitors to view the most. This drilled-down view can let you know exactly how those pages are performing.
The Meat of the Report
Scrolling down, you’ll find the details of the report. This is the information that you cannot easily find in any of the other GA reports and why it’s worth your time to occasionally visit this screen.
In the screenshot, you’ll see four gray boxes: Entrances and Previous Pages on one side and Exits and Next Pages on the other. As the little illustration reveals, the left side is the way that visitors arrived at your desired page, and the right side is how they left.
The most important stats to grab out of this section are the percentages. Are visitors arriving from outside of your site (e.g. from another site, from a search engine)? Then they’ll be a part of the “Entrances” category. If they’ve arrived from another page on your website, then they’ll be grouped in the “Previous Pages” category.
A similar path works for the right side, as well. “Exits” are people who left the site entirely, and “Next Pages” are the people who visited other pages on your site.
Below those gray boxes, you can get more details to see exactly which pages are leading visitors to your desired page and which pages visitors are viewing after going to your desired page. In the case of the homepage (like I’ve selected here), lots of entries in the “Next Page Path” is a good thing. If I was tracking a landing page where I meant to get a visitor to sign up for a newsletter or make a purchase, I wouldn’t want to see a lot of other pages on that side. I would just want to see the “thank you” page.
One last tidbit… you’ll notice in the screenshot above that I’ve included an arrow to a page with the URL “/s?=character-driven”. This is the way that my blog (mwr.me) tracks onsite searches. Next week, we’ll take a look at a better way to track our search terms from onsite search, but I wanted you to get a chance to see the URLs “in the wild.”
What about You?
Have you ever used the Navigation Summary before? Is it something that you think would be helpful for your writing or marketing process?