Google In-Page Analytics

Google In-Page Analytics is a feature of Google Analytics that allows you to assess how your website visitors interact with each of your web pages. The In-Page Analytics tool shows data for what visitors do, how they behave, what they see, what they click and more. A recent update to the in-page analytics feature of Google Analytics promises to make the tool more user-friendly and insightful towards business decision making.

All about Google In-Page Analytics

google-in-page-analytics-new Google In-Page Analytics


After installing Google Analytics on all the pages on your website, you can check each analytic you want to evaluate. Sign into your Google Analytics account and go to the “Standard Reporting” tab and then click on the “Content” section in the left navigation bar. Under this, you will find a link to “In-Page Analytics.”

Using Google In-Page Analytics

Google Analytics is complex, and you need to understand the features, so you can then optimize and format your site to make it user-friendly. Your home page is displayed below the statistics. You can mouse-over the various elements and links on the page to see what percentage of the visitors click on those links. The Google In-Page Analytics tool will show bubbles that indicate the percentage of clicks on the links. Among the information the tool provides are the destination URL of the link, and the number of other links available on the page linking to the same destination URL. When you click on any link, you will be taken to that specific page and can then see the statistics of the user behavior on that page. You can have this displayed as bubbles, and as different colors for different percentage of clicks.

You can customize the control bar at the top of the Google In-Page Analytics Tool to show only what you want to see. For instance, you can set it to display links that have more than 5% clicks, and so on. Next, on the screen is page related information like number of visitors, page views, unique page views, average time on page, page load time, and bounce rate.

The Google In-Page Analytics also shows you how much of your web page is visible in the first fold of the browser without scrolling. You will see what most visitors see when they land on your site page. Not having to scroll could have a direct impact on what percentage of the visitors could result in a lead or conversion.

Google In-Page Analysis of Multiple Links

‘Multiple links’ is an enhancement Google made to the In-Page Analytics tool. This tool allows you to get an idea of link attribution. When you have multiple links on one page that lead to the same page, you will know exactly how many clicks each link received. Before this enhancement, these links would have been compiled making it difficult to understand which link was effective.

Comparing Time Ranges

Using the time range to analyze your data gives a more specific overview of your site’s performance. You can analyze month over month or even compare this winter to last winter.

What Is Working and What Is Not

The Google In-Page Analytics web page tool not only shows you the links on a given page that are working, but it also shows you what is not working. If you have an important conversion link that no one is clicking on, having it on the page does not add value. Knowing what people are not clicking on lets you tweak the design, placement of the link, and know what to re-optimize.

The recent changes are an important input to A-B testing to arrive at the best performing layout for your web pages.

Webpage Layout

The layout of your webpage is a significant factor in potential customer conversions. If a visitor does not see the call-to-action (CTA) button before the fold of the webpage, they could abandon the page leading to a higher bounce rate instead. In-page analytics helps you move from data to design by ensuring your site speaks to the visitor.

In-page analytics can also show you which links should stay, and which should be removed. Leaving un-necessary content and links on your page can lessen the user experience.

Google Analytics is a very informative digital analysis tool with several elements and metrics you can customize. By adding In-page analytics to your website, you get a visual analysis of what your visitors are seeing. You can take this information and determine what needs to be optimized for your customers.

Flying Cow Design’s web developers and SEO team can help you with setup and learn to use Google Analytics and all its aspects.

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CEO, Flying Cow Design
Attended University of Auckland
Lives in San Francisco Bay Area

October 15th, 2016

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