Google Analytics second page reporting

by Mark Cunnah on 29 August 2014

I find it’s the simple, but useful Google Analytics reports that are often overlooked. On this occasion I will show you how to set up, and make the most of, the Entrance Paths report.

To view said report go to the Behaviour tab > Site Content > Landing Pages. On this page you’ll see the ‘Entrance Paths’ tab.

Once you’ve selected this tab and choosen a landing page from the drop down menu Google Analytics displays the top 10  next pages a user visited. It’s a wonderful report, but there’s a problem: you can only see 10 rows of data. How do you get around this conundrum? Fear not my Google Analytics friends this is where custom reporting can help.

Next page custom report

To set up a new custom report start by clicking the Customization tab at the top of Google Analytics, and then ‘+New Custom Report’.

Once you’ve titled your new report and given it a name, select the Flat Table tab. You’ll then be presented with two fields to fill, + add dimension and + add metric.

The two dimensions we will be using for this report are ‘Landing Page’ and ‘Second Page’. For the metrics you may want to pick Users, New Users and Sessions. Remember to use the search bar to quickly add these dimensions and metrics.

Adding filters

Now comes the clever bit. Using the filters you can specify the landing page you want you want to see data for, and which second pages you want to exclude. After all, you probably don’t want to see data for every landing page on your website.

To add a filter choose +add filter and then select Landing Page from the pop up menu. You also need to enter a URL for the landing page you want data for.

You might also want to exclude certain Second Pages from the report. To do this follow the same steps as above but select Second Page from the popup menu and change include to exclude.

As for which second pages to exclude, I tend to exclude the same page I chose as the Landing Page. This is to make sure users who refreshed the same page they landed on are not skewing the data. Another second page I suggest excluding is ‘(not set)’.

After following the above steps your filters should look like this:

You’re done! Hit save and away you go. Don’t limit yourself to just home pages, for instance you might want to know how many users go from a blog to a product page, there are endless possibilities!

If you found this interesting and want to learn more I run two Google Analytics training courses, one for beginners and another for advanced users. If you have any questions please leave a comment below!

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