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How Do People Use a Particular Feature on Our Site? Getting Answers from Google

  • How do people get to the Find a Congregation page?
  • In congregational entries, do they click on the link to visit the congregation’s web page? If so, how often?
  • Are people using the new sections of the directory now available online? If so, which ones?  
  • Are people finding answers to their questions more now than before?

Reviewing the “Navigation Summary” of a page allows you to see where visitors were before and were they’re going after reading your page, and which pages are sending traffic to the “Find a Congregation” feature.

Google data is collected and displayed anonymously and in aggregate, meaning that while you can't see precise navigation paths for individuals, you can see what most people do.

To learn more about why any one individual might do one thing or another, the Web Team runs usability tests and administers surveys so we can watch people use and/or ask them questions about their choices.

The “Visitors Flow” report offers valuable information about how people navigate the site, and where they drop off. Set groups of content and check group details for specific and in-depth data.

The “Events” report includes data on clicks to external sites (any URL that’s not on

The “Content Drilldown” report can show which sections of the new Directory are being used most.

We know from a variety of Crazy Egg tests run on that the “Find a Congregation” search box at the top of our pages is generally quite popular across the site, as is the “Congregations” link at the very top of the page. However, links to the congregation search from the body of the page generally perform as well as or better than either. The link in the “For Newcomers” section near the footer gets a few clicks across the site.

On Google Analytics Essential Training, watch Visitor Reports:

For more information contact analytics @

This work is made possible by the generosity of individual donors and congregations. Please consider making a donation today.

Last updated on Wednesday, September 12, 2012.

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The "Navigation Summary" tab will show you which pages were viewed immediately preceding and following any given page.

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The "Visitors Flow" report offers valuable information about how people navigate the site, and where they drop off. This screen highlights traffic that came to after performing a web search for "unitarian universalist."

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