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Behavior Reports

Understand how visitors interact with your website content.

Overview

Behavior reports show you what visitors do on your website — which pages they view, how they navigate through your site, and what content keeps them engaged.

Navigate to Behavior in the reporting menu. Its reports include Pages, Entry Pages, Exit Pages, Page Titles, Site Search, Outlinks, Downloads, Events, Contents, Engagement, Transitions, Users Flow, and Performance.

Pages

Location: Behavior → Pages

The most fundamental behavior report — all your pages, organized hierarchically by folder (expand folders, or use the flat view toggle).

Metrics Available

MetricWhat It Tells You
PageviewsTotal times the page was viewed
Unique PageviewsVisits that included this page
Avg. Time on PageHow long visitors spend on this page
Bounce RateOf visits that entered on this page, the % that left after that single page
Exit Rate% of visits that ended on this page
Avg. Page Load TimeHow fast the page loads for real visitors

Note the definitions: bounce rate only says something about a page’s performance as a landing page, while exit rate covers all visits that ended there.

Using This Report

  • Find top content — Sort by pageviews to see your most popular pages
  • Identify problem landing pages — High bounce rates on entry-heavy pages indicate issues
  • Spot opportunities — Pages with high traffic but low engagement need optimization

Page URL vs Page Title

Behavior → Page Titles shows the same data grouped by the HTML title tag rather than URL. Titles are often easier to read, but pages sharing a title get merged.

Entry Pages

Location: Behavior → Entry Pages

The first page visitors see when they arrive at your website.

Why Entry Pages Matter

Entry pages are your first impression. They’re where visitors decide whether to stay or leave.

Key Insights

  • Top entry pages — Where most visitors start their journey
  • Bounce rate by entry — Which landing pages fail to engage
  • Goal conversion — Which entry pages drive conversions

Optimization Tips

  • High-traffic entry pages with high bounce rates need improvement
  • Ensure entry pages have clear calls-to-action
  • Match entry page content to traffic source expectations

Exit Pages

Location: Behavior → Exit Pages

The last page visitors see before leaving your website.

Understanding Exit Pages

Not all exits are bad. Thank-you pages and contact pages naturally have high exit rates. But exits from service pages or mid-funnel content may indicate problems.

What to Look For

  • Unexpected exits — Key pages where visitors shouldn’t be leaving
  • Exit rate vs pageviews — Context matters; high-traffic pages will have more exits
  • Comparison to entry pages — Pages that are both entry and exit points may not engage visitors

Location: Behavior → Site Search

What visitors search for on your website’s internal search.

What This Reveals

  • Content gaps — Searches with no results indicate missing content
  • User intent — What information visitors are actively seeking
  • Navigation issues — Frequent searches for content that exists suggest navigation problems

Reports Available

  • Site Search Keywords — What terms visitors search for
  • Search Keywords with No Results — Searches that returned nothing (a goldmine for content planning)
  • Pages Following a Site Search — Which pages visitors open from search results
  • Search Categories — If your search has categories and they’re tracked

Setup

Site search tracking works automatically when your search URLs use a common query parameter (q, query, s, search, searchword, k, or keyword). If your search uses a different parameter, set it in the site’s settings (see Managing Websites). Tracking no-results searches additionally requires passing the result count from your search page — contact support for help wiring that up.

Location: Behavior → Outlinks

External links visitors click to leave your site — tracked automatically.

  • Referral value — Are you sending traffic to partners?
  • Exit points — Which external links pull visitors away?
  • Portal handoffs — Clicks to externally hosted patient portals

Downloads

Location: Behavior → Downloads

Files visitors download from your website — tracked automatically for common file types, including:

  • Documents: PDF, DOC/DOCX, XLS/XLSX, PPT/PPTX, TXT
  • Archives: ZIP, RAR, 7Z, TAR
  • Media: MP3, MP4, WAV
  • Installers: EXE, DMG, APK

Download Insights

  • Popular resources — Which files are most downloaded
  • Content value — Downloads indicate high-value content (care guides, intake forms)
  • Lead magnets — Track performance of downloadable content

Events

Location: Behavior → Events

Custom interactions you’ve configured to track.

Event Reports Show

  • Event Categories — All tracked event categories
  • Event Actions — Actions within each category
  • Event Names — Specific event identifiers
  • Event Values — Numeric values (if tracked)

Drill-Down

Click any category to see actions, then names: Category → Action → Name (e.g., Form → Submit → Contact Form).

See Event Tracking to learn how to set up events.

Contents

Location: Behavior → Contents

Impression-and-interaction tracking for content blocks — banners, promos, calls-to-action. Once you mark up elements with content-tracking attributes (data-track-content and friends), these reports show how often each block was seen versus clicked, and its interaction rate. Useful for measuring on-site promotion performance; contact support to get content tracking set up.

Transitions

Location: Behavior → Transitions (or click the transitions icon when hovering any row of the Pages report)

The before-and-after picture for a single page:

  • Incoming (left): internal pages, search engines (expandable to keywords), other websites, campaigns, internal searches, and direct entries that led to this page
  • Outgoing (right): internal pages visitors went to next, plus internal searches, downloads, outlinks, and exits — with page reloads counted separately

Use Cases

  • Optimize navigation — See the natural flows around key pages
  • Find dead ends — Pages where visitors don’t continue
  • Improve internal linking — Guide visitors to important content

For paths across the whole site over multiple steps, use Users Flow.

Engagement

Location: Behavior → Engagement

How engaged visitors are with your content:

  • Visits per visit duration — 0–10s, 11–30s, up to 15+ minutes. Many ultra-short visits may indicate bot traffic, wrong audience, or slow pages.
  • Visits per number of pages — 1 page (bounces), 2, 3–4, and up. More pages generally means higher engagement.
  • Visits by visit number — How many visitors are on their 1st, 2nd, 10th visit
  • Visits by days since last visit — How frequently your audience returns

Performance

Location: Behavior → Performance

How fast your pages load for real visitors, split into six phases that sum to the page load time:

  1. Network time — DNS and connection setup
  2. Server time — Your server generating the page
  3. Transfer time — Downloading the response
  4. DOM processing — The browser parsing the page
  5. DOM completion — Loading images/media and running scripts
  6. On load time — Work triggered by the page’s load event

Aim to keep total page load under about 2 seconds. Per-page load times also appear as a column in the Pages reports — sort by it to find your slowest important pages.

Using Behavior Data

Content Optimization

  1. Find high-traffic pages with high bounce rates
  2. Analyze what’s missing or confusing
  3. Improve content, CTAs, or page speed
  4. Monitor for improvement
  1. Check Transitions for common paths around key pages
  2. Identify where users get stuck
  3. Add better internal links
  4. Simplify navigation menus

Content Strategy

  1. See what content performs best
  2. Understand what topics resonate — including what people search for and don’t find
  3. Create more of what works
  4. Retire or improve underperforming content

Next Steps

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