4 Google Analytics Reporting Features You Can Leverage to Understand Which Pages are Inspiring Your Visitors to Convert

The Landing Pages report, the Page Value metric, Custom Segmentation, and the Reverse Goal Path report.


Let's start with the Landing Pages report which you can find under Behavior > Site Content > Landing Pages.


The Landing Pages report allows you to view conversion metrics for e-commerce and/or goals you've configured. This is a good first step, but keep in mind - what are you learning from this report? Select which of the following two options best describes what this report is showing you.


The Landing Pages report helps you understand how each landing page - the first page viewed in a session - helps your visitors convert.


You navigate to the Behavior > Site Content > All Pages report to learn how each page viewed in a session is helping conversions. Unfortunately, you find that this report doesn't display conversion metrics the way that the Landing Pages report does. Which of the following is the best conclusion?


The Landing Pages report is only one of several ways to learn how pages are helping conversions. The All Pages report is another great way to evaluate pages' conversion value, even though you don't see the same conversion metrics as you do in the Landing Pages report. Continue through; read below to understand why you don't see the standard conversion metrics in this report.


The All Pages report lists Pages as the primary dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope.


  • Page is a hit-level dimension. This means that each Page corresponds to a single, specific user interaction - in this case, a pageview.
  • Conversions are determined at the session-level, so it's not logical to show standard conversion metrics like goal completions or conversion rate alongside Pages. A Landing Page is determined at the session-level, so it makes sense to show conversion metrics alongside Landing Pages.


To evaluate page-level conversion data, we can use the Page Value metric.


Page Value is an underutilized but important metric that answers the following basic question: When visitors view this page, are they later converting in the same session?


Is your About Us page helping to convince visitors to convert later in a session? How about your company biographies? Page Value can be useful to identify pages that do not necessarily lie directly in an intended conversion path but that are still supporting conversions, as all pages should.


Page Value comes down to this: If a conversion occurs frequently after a page is viewed at any point earlier in the session, the page will have a higher page value, and you can logically consider that page to be helping conversions overall. If, on the other hand, a page is viewed in many sessions but conversions do not frequently follow, the page will have a lower page value, and you can consider that the page is not really doing its part to support conversions.




In this section, we'll explore two more ways to analyze how well pages are inspiring your visitors to convert.


Let's say that you want to see the difference in conversion rate for when any "Shop by Brand" page is seen and when it is not seen. To do this, you'll first create two custom segments:

  • Shop by Brand Page Viewed that includes sessions in which any page containing shop+by+brand was viewed, and
  • Shop by Brand Page Not Viewed, the opposite exclude segment


Create a custom segment based on Page

  1. Click "Add Segment"
  2. Click "New Segment"
  3. Use the field to name your segment: Type "Shop by Brand Page Viewed"
  4. Click "Conditions"


You could define your custom segments at the User level, which would allow you to see how a pageview or event in one session impacted conversions in other sessions initiated by the same user.

For this example, define your segments using Sessions. 

Also, keep the Include setting since this segment is intended to include sessions in which any page containing shop+by+brand was viewed. 


  1. Click the dimensions selector.
  2. Type Page in the search field.
  3. Under Behavior, scroll down a bit to find Page in the list.
  4. Select Page. 
  5. Keep the operator contains.
  6. Type "shop+by+brand" into the field (then click outside the field to dismiss the list of suggested URLs). 

The summary shows what percentage of users match this segment.

Check that your segment "includes sessions where Page contains 'shop+by+brand'." 

Click "Save".


Create the inverse segment

Next, create the opposite segment, Shop by Brand Page Not Viewed.


  1. Click the "down" arrow beside the "Shop by Brand Page Viewed".
  2. Click "Copy".
  3. Change "Include" to "Exclude".
  4. To name your segment, type "Shop by Brand Page Not Viewed".
  5. Check that your segment "excludes sessions where Page contains 'shop+by+brand'."
  6. Click "Save".


Now you have segments you can use to compare conversion rate for sessions in which any "Shop by Brand" page was viewed versus sessions in which a "Shop by Brand" page was not viewed. 


Let's explore one final Analytics feature that can help you understand which pages are helping conversions and may sometimes be overlooked: the Conversions > Goals > Reverse Goal Path report.


This report is structured quite differently from most other Google Analytics reports. How does it work? When you have already created a goal, with or without a funnel, you can refer to this report to see which three-page sequences are preceding the goal most frequently.


What actions could you take based on this report?


  • Review the top paths and consider any navigation or messaging optimization that could encourage even more conversions. 
  • Looking at the first row: Are there any assurances that you could provide on the payment page to encourage even more follow-through to the review order page?


You could configure actual goal funnels for any of the rows in this report, such as the "your info > payment > review order > order completed" path. 


  • Then use the Funnel Visualization and Goal Flow reports to view step-to-step drop-off.
  • Discover additional opportunities for optimization.


Distinguish specific pages in the conversion path that might otherwise be rolled up into single funnel steps.


  • In your goal funnels, if you've specified the goal match type as Begins With or Regular Expression rather than Equals to, multiple URLs could be satisfying the goal destination and funnel steps. 
  • In contrast, Reverse Goal Path breaks out the URLs as they're captured, regardless of goal and funnel matching.


Analytics provides many ways for you to go beyond the Landing Pages report in determining which pages are supporting conversions.


  • You’ve learned how to interpret the Page Value metric, including techniques for focusing your page value analysis on a single conversion. 
  • You’ve also explored the Reverse Goal Path report and how to configure custom segments to correlate specific pageviews with conversion outcomes.


Apply these analysis techniques to identify pages that support conversions and to take meaningful optimization actions.


Google Analytics 2019

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