Understand and Use the Page Value Metric

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Page Value helps you gauge a page’s effectiveness.

If the primary purpose of your website is goal completion or ecommerce transactions, Page Value is arguably the most important metric displayed in the Google Analytics Content reports.

Based on goal and ecommerce value, Page Value measures a page’s contributions to goals and ecommerce quite cleanly and directly.

Let’s look at one goal and two pages on your real estate website.

Your Goal URL is the thank-you page for a lead submission. Based on close rates for submitted leads, you have indicated a goal value of $800 USD when setting up your goal.

The two pages are Our Agents and Home Listings. Last month, Our Agents was viewed during 1000 visits, and a lead was submitted 500 times after Our Agents was viewed one or more times during the same visit. Home Listings was viewed during 2000 visits, with 700 leads submitted.

For Our Agents, we can calculate Page Value as follows:

(500 goal completions after a unique Our Agents pageview x $800)/1000 visits =
$400 Page Value

For Home Listings:

(700 goal completions after a unique Home Listings pageview x $800)/2000 visits =
$280 Page Value

Two notes:

• the pageview must occur at least once before the goal completion or ecommerce transaction to count towards Page Value

• multiple pageviews during the same visit do not affect the Page Value calculation

Also, you should consider assigning goal values even to goals, as in this example, that are not directly monetized so you can take advantage of Page Value.

As for actionable conclusions, you can, in this case, make Our Agents more prominent and measure the effect on overall conversion rate.

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Apply Page as Secondary Dimension to See Where Events Are Occurring

Page applied as secondary dimension to Events reportview at full size

You can apply Page as a secondary dimension to your Event reports.

Secondary dimensions are a very useful (and perhaps underused) feature of Google Analytics, since they allow you to segment your audience and your content by most conceivable combinations.

Bounce rate by country by operating system?

Sure.

Visits by landing page by referrer?

No problem.

In the Events reports – assuming, of course, that you have included event tracking code where it’s needed – you can take advantage of secondary dimensions to see which specific pages event are occurring on. If, for example, the footer on every page of your website links to a PDF or an external resource, you can apply Page as a secondary dimension to your Events reports and thereby determine not only how many events are occurring, but also where on your site they are occurring.

If you note a particularly high or low occurrence of events on specific pages, you could consider content or design changes as part of your ongoing effort to optimize your website’s performance.

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Use Advanced Table Fitlers for Dimension and Metric Values

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Advanced table filters allow you to select by metrics values in addtion to primary dimension value.

Until fairly recently, you could filter Google Analytics tables only by primary dimension value.

For example, you could easily filter the Pages report to display only Page values that contained a text string such as “mydirectory” or “thank-you-page”, but you could not filter by metrics values such as pageviews or bounce rate.

The new Advanced Table Filter provides much greater flexibility and allows you to filter by primary dimension value and/or any combination of table metrics.

One possible use would be to filter out anomalies before exporting or presenting a report for a broader audience. In the screen shot provided, page values that had 5 pages or fewer during the time period selected will be excluded so as not to distract from the report’s more significant data.

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