Now that we know where users are coming from, we need to understand what content they’re engaging with and what fails to earn their attention.
Average engagement time tells us the average length of time that the site had focus in the user’s browser. (Meaning the user was most likely looking at it.)
By viewing this metric for different pages on our site, we can learn what articles to write more of (those with the highest engagement time) and which articles require further analysis (low engagement time).
To view all users by traffic source, open the Life cycle > Engagement > Pages and screens report and set your desired date range.
Now we need to segment this data to just the traffic source we are analyzing.
Take Google organic. We can add a dimension whatsapp number list by clicking on Add comparison in the top left, adding the “session/source medium” dimension, adding the “google/organic” dimension values, and removing “All Users” by hovering over text and clicking the “x.”
You can change how the data is displayed in the table using the drop-down arrow. If you prefer to see the page title, select “Page title.” Or if you want to know the URL, choose Page path + query string and screen class.
Lastly, click on the Average engagement time column to sort the table from highest to lowest.
In the example below, Google organic search users are interested in fixing GA4 missing or invalid ID errors. Creating more content about fixing GA errors may be helpful.
Table showing higher engagement time for topic on fixing GA4 missing or invalid ID errors
Now that you know what topics are resonating with your readers the most, plug them into Ahrefs’ Keywords Explorer to find similar topics people are searching for.
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Matching terms report results
The most important metric is conversions. Conversions are user activities that contribute to the success of your business.
A Conversion in GA4 is equivalent to what we know as a Goal in Universal Analytics (UA).
To view the Conversions report in GA4, open the Life cycle > Engagement > Conversions report. You will see collected events automatically marked as conversions and any event that you manually marked as a conversion.
Table showing changes in conversions
The image above shows conversions in Q4 2021 compared to Q4 2020 (matching day of the week). You can drill down to a specific conversion by clicking on the blue text, such as clicking on purchase.
Line graph and, below that, table showing key data on conversions by default channel grouping
Now we can see the marketing channel where purchases came from.
SIDENOTE. Cross-channel data-driven attribution (DDA) was introduced on Nov. 1, 2021. It is only available beginning Nov. 1, 2021.