Content and Goals Reports - Google AdWords Learning Center

The following reports can help you understand how effectively your site maintains visitor interest and how effectively it converts visitors to the goals you have defined:

Content reports show you which pages are most popular on your site.
Top Landing Pages helps you identify and examine the effectiveness of the pages through which visitors enter your site.
Use Top Exit Pages to identify the pages from which visitors exit your site. By examining report metrics for these pages, you can determine whether these pages are logical exit points for visitors or whether you might be able to improve them and keep visitors engaged with your site.
Visualize how page layout influences visitor navigation choices with Site Overlay.
Goals and Funnels Process helps you understand how effectively your site converts visitors to the goals you have defined. If many of your visitors abandon their shopping carts or leave your site before converting, you can study your site funnel processes to learn why.

Let's take a closer look at the types of reports included in each of these groups.

The Top Content, Content by Title, and Content Drilldown reports show which pages on your site are most popular. For each page or grouping of pages you can see pageviews (Pageviews and Unique Pageviews), the average amount of time visitors spent on the page (Time on Page), how frequently visitors left your site after viewing the page (Bounce Rate and %Exit), and the '$ Index,' which measures the value of conversions (in terms of ecommerce revenue and/or goal value) made after a visit to the page.

The Top Landing Pages report lists all of the pages through which visitors entered your site. For each page, you can see the number of entrances, the number of bounces, and the bounce rate.

The Top Exit Pages report lists each page and the activity that occurs on the page. Learn the number of exits that occurred from the page and the percentage of pageviews that resulted in a site exit.

The Site Overlay allows you to view click, conversion, and ecommerce information, which is overlaid directly on to your website.

Total Conversions shows how many conversions your site received over time for each goal.

Conversion Rate shows your site conversion rates over time for each goal.

Goal Verification shows the pages that count towards the goal and the number of times each of these pages was viewed. This report is useful for verifying the specific goal pages that were logged.

Reverse Goal Path report shows the path that converted visitors actually used to arrive at the goal.

The Goal Value report shows the value of the conversions your site received over time.

Abandoned Funnels and Funnel Visualization both describe the effectiveness of the funnels you have specifically designed. For example, if you have a specific check out or registration process and you have defined the pages that make up this process, the Abandoned Funnels report will tell you how many visitors who start the process actually complete it. The Funnel Visualization report shows exactly where visitors who abandon the funnel go and how many visitors remain in the funnel after each step.