Third in the series (see Visitors overview, Traffic Sources overview) of Excel-versions of typical Google Analytics reports, the Content Overview report provides the detail on what web pages are the most popular. Starting with an overall trend chart showing page views totals by date, the report includes high-level counts and mini-trend-charts for both the page views and unique page views (ignoring when visitors click on the same page more than once; hey, maybe it was a navigation page or catalog index). Also included is the Bounce Rate metric – how many people bounced off your site having looked at only one page – a number you want to see drop over time.

Finally, the list of web pages themselves, sorted by most popular first. In the example shown, we left the full web page URL’s for display, but Nextanalytics includes a wonderful search and replace capability that lets you shrink the long paths or replace them with much more understandable phrases (like replacing “/index.htm” with “Homepage”).

Of course, it’s all in Excel, so you can easily customize them with your company logo and colors then share them with your co-workers. To use, simply download the spreadsheet file (compatible with Excel 2003 and 2007) and enter your Google Analytics account information. You’ll need the profile ID number for your web site, but you can find that simply by logging in to the Google Analytics data connection – we’ll show you all your profiles and their ID numbers. After you have entered that into the AccountInfo sheet, click on the Nextanalytics Refresh menu item, and watch your website data appear.