Content Performance Summary

The Content Performance Summary provides an aggregate view of how all your published content is performing across traffic, rankings, engagement, and conversions. Use it to quickly assess your content program's health and identify pieces that need attention.

Where to Find It

1. Navigate to Analytics in the main navigation
2. Select Content Performance from the submenu
3. The summary dashboard loads by default

The summary appears at the top of the page, with individual content details below.

Metrics Included

The summary tracks four metric categories:

Traffic Metrics

• Total pageviews across all content
• Unique visitors to your content
• Average time on page
• Bounce rate (percentage leaving without interaction)

Ranking Metrics

• Average position across tracked keywords
• Keywords in top 10 (count and percentage)
• Position changes (improvements vs. declines)
• New keyword rankings discovered

Engagement Metrics

• Scroll depth (how far readers scroll)
• Click-through rate on internal links
• Social shares (if tracking enabled)
• Comments (if applicable)

Conversion Metrics

• Goal completions attributed to content
• Conversion rate by content piece
• Revenue attributed (if e-commerce tracking enabled)
• Email signups from content

Time Period Options

Adjust the reporting window using the date selector in the top-right corner:

To set a custom range:

1. Click the date selector
2. Choose Custom
3. Select start and end dates
4. Click Apply

Reading the Summary Charts

Overview Cards

The top row shows key metrics with comparison indicators:

• Green arrow up: Improvement vs. previous period
• Red arrow down: Decline vs. previous period
• Gray dash: No significant change

Traffic Trend Chart

The line graph shows daily traffic over your selected period:

• Hover over any point for exact numbers
• Look for patterns (weekday vs. weekend, post-publish spikes)
• Sudden drops may indicate technical issues

Rankings Distribution

The bar chart groups your content by ranking position:

• 1-3: Top positions (high visibility)
• 4-10: First page (good visibility)
• 11-20: Second page (improvement opportunities)
• 21+: Low visibility (needs optimization)

Content Performance Table

Below the charts, a sortable table lists individual content pieces with:

• Title and URL
• Primary keyword and current position
• Traffic (pageviews)
• Engagement score
• Trend indicator

Click any column header to sort by that metric.

Drilling Down Into Individual Content

To see detailed performance for a specific piece:

1. Find the content in the performance table
2. Click the title or the View Details icon
3. The content detail page shows:

• Full traffic history
• All ranking keywords (not just primary)
• Engagement breakdown
• Conversion funnel
• Content decay indicators

From the detail view, you can:

• Create a refresh brief if performance is declining
• View the live content
• See revision history

Exporting Performance Data

Export your data for reporting or further analysis:

1. Click Export in the top-right corner
2. Choose format:

• CSV: For spreadsheets and data analysis
• PDF: For stakeholder reports

3. Select what to include:

• Summary metrics only
• Full content list
• Include charts (PDF only)

4. Click Download

Exports respect your current date range and filters.

When Summaries Update

Performance data updates automatically:

The "Last updated" timestamp in the header shows when data was last refreshed. Click the Refresh icon to trigger an immediate update (subject to API rate limits).

Using Summaries for Strategy Decisions

The performance summary informs several strategic actions:

Identify Winners

Content with high traffic AND high engagement deserves:

• More internal links pointing to it
• Social promotion
• Similar topics in your content calendar

Spot Decline Early

Content showing week-over-week traffic drops may need:

• Freshness updates (new data, examples)
• Technical audit (page speed, mobile issues)
• Keyword re-optimization

Find Quick Wins

Content ranking positions 4-10 with good engagement:

• Close to top 3 with minor optimization
• Prioritize for refresh briefs

Cut Losses

Content with low traffic AND declining rankings after 6+ months:

• Consider consolidating with stronger pieces
• Redirect to better-performing content
• Remove from crawl budget if truly underperforming

Review your Content Performance Summary weekly to catch issues early and capitalize on opportunities while they're actionable.