Google Analytics In-Page Analytics Gets Link Attribution Reporting

google-analytics-iconYesterday the Google Analytics team announced an important improvement to their In-Page Analytics report: enhanced link attribution.

The In-Page Analytics reports provide, in a page basis, the percentage of clicks from page to page in a website. The reports are a great way to analyze patterns of behavior, and can provide important insights to web designers and UX professionals. For example, they can be used to understand if specific links on a page are used or not and by which segments of visitors. A great case would be to check how often mobile users click on specific links as opposed to non-mobile users. As we can see below, by using Advanced segments we would see for each link the percentage of mobile vs. non-mobile clicks (learn more about advanced segments and how to create them).

In-page analytics segmentation

However, as we can see in the screenshot below, two separate links that send visitors to the same page are aggregated in this report, meaning that we wouldn’t be able to measure the success of two different links in driving visitors to another page. In addition, JavaScript buttons and actions could not be tracked using In-App Analytics up till now.

In-app analytics

According to the launch post:

Before now, In-Page Analytics was limited to showing clickthrough information by URL and not by the actual link on the page, and was limited to showing information only on links, and not on other elements like buttons. The most common complaint about In-Page Analytics is that if a page has two or more links to the same destination page, we show the same statistics for both links, since there was no telling which link the user actually clicked.

Therefore, Google has worked to improve this feature in a way that three important aspects are now possible:

  1. See separate information for multiple links on a page that all have the same destination.
  2. See when one page element has multiple destinations (e.g. searches performed on a page).
  3. Track buttons, menus, and actions driven by javascript.

It is important to note that this feature requires additional code, which can be found in this help center article.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Analytics | Channel: Analytics | Google: Analytics | Top News


About The Author: is the Founder of Conversion Journey, a Google Analytics Certified Partner. He is also the founder of Online Behavior, a Marketing Measurement & Optimization website. You can follow him on Google+ or Twitter.

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  • Nathaniel Bailey

    Very helpful, some much needed improvements to give us more details numbers rather then a some what vague look into what users are doing on a page, thanks for the update, possibly one of the best updates to have been done lately IMHO :)

  • Googma Sansar

    Google analytics is very helpful to analyse the traffic and its behavioural factors. it can also help to analyse the real scenario of sites.

  • Marcus Miller

    About time, not sure if this will replace Crazy Egg for us as it just offers so much more information but at least we can apply this site wide and between the two we should be able to mine some really actionable data.

  • Tex Design Studio

    The pages report for in page analysis has shown on page click rates for quite some time, and it is nice to learn that data can be drilled down by devise or other metrics via an advanced segment setting; however, to grain deeper understanding for how a visitor interacts with a page trackevent still needs to be called. Thanks for sharing this update feature!

  • erikeric

    This sounds great, but I’m not seeing it. They’re rolling it out gradually so I guess I just have to keep checking until my data is updated and fixed.

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