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Behavior Reports

Understand how visitors interact with your website content.

Overview

Behavior reports show you what visitors do on your website — which pages they view, how they navigate through your site, and what content keeps them engaged.

Navigate to Behavior in the main menu to access these reports.

Pages

Location: Behavior → Pages

The most fundamental behavior report — all your pages ranked by performance.

Metrics Available

MetricWhat It Tells You
PageviewsTotal times the page was viewed
Unique PageviewsSessions that included this page
Avg. Time on PageHow long visitors spend on this page
Bounce Rate% of visitors who left from this page without interaction
Exit Rate% of pageviews where this was the last page viewed

Using This Report

  • Find top content — Sort by pageviews to see your most popular pages
  • Identify problem pages — High bounce rates may indicate issues
  • Spot opportunities — Pages with high traffic but low engagement need optimization

Page URL vs Page Title

You can view pages grouped by:

  • URL — The actual page path (/services/cardiology)
  • Title — The HTML title tag (Cardiology Services | Your Hospital)

Page titles are often easier to read but may have duplicates if titles aren’t unique.

Entry Pages

Location: Behavior → Entry Pages

The first page visitors see when they arrive at your website.

Why Entry Pages Matter

Entry pages are your first impression. They’re where visitors decide whether to stay or leave.

Key Insights

  • Top entry pages — Where most visitors start their journey
  • Bounce rate by entry — Which landing pages fail to engage
  • Goal conversion — Which entry pages drive conversions

Optimization Tips

  • High-traffic entry pages with high bounce rates need improvement
  • Ensure entry pages have clear calls-to-action
  • Match entry page content to traffic source expectations

Exit Pages

Location: Behavior → Exit Pages

The last page visitors see before leaving your website.

Understanding Exit Pages

Not all exits are bad. Thank-you pages and contact pages naturally have high exit rates. But exits from service pages or mid-funnel content may indicate problems.

What to Look For

  • Unexpected exits — Key pages where visitors shouldn’t be leaving
  • Exit rate vs pageviews — Context matters; high-traffic pages will have more exits
  • Comparison to entry pages — Pages that are both entry and exit points may not engage visitors

Location: Behavior → Site Search

What visitors search for on your website’s internal search.

What This Reveals

  • Content gaps — Searches with no results indicate missing content
  • User intent — What information visitors are actively seeking
  • Navigation issues — Frequent searches for content that exists suggest navigation problems

Reports Available

  • Search Keywords — What terms visitors search for
  • Search Pages — Where visitors search from
  • No Results — Searches that returned nothing

Setup Required

Site search tracking requires configuration. Contact support if you don’t see data in this report.

Location: Behavior → Outlinks

External links visitors click to leave your site.

  • Referral value — Are you sending traffic to partners?
  • Exit points — Which external links pull visitors away?
  • Broken links — Clicks to dead external sites
  • Patient portals (if hosted externally)
  • Partner websites
  • Social media profiles
  • External resources and references

Downloads

Location: Behavior → Downloads

Files visitors download from your website.

Tracked File Types

Ghost Metrics automatically tracks common file downloads:

  • Documents: PDF, DOC, DOCX, XLS, XLSX, PPT, PPTX
  • Archives: ZIP, RAR
  • Media: MP3, MP4
  • Other: EXE, DMG

Download Insights

  • Popular resources — Which files are most downloaded
  • Content value — Downloads indicate high-value content
  • Lead magnets — Track performance of gated content

Events

Location: Behavior → Events

Custom interactions you’ve configured to track.

Event Reports Show

  • Event Categories — All tracked event categories
  • Event Actions — Actions within each category
  • Event Names — Specific event identifiers
  • Event Values — Numeric values (if tracked)

Drill-Down

Click any category to see actions, then names. This hierarchy helps you understand the full picture:

Category → Action → Name

Example: Form → Submit → Contact Form

See Event Tracking to learn how to set up events.

Page Transitions

Location: Behavior → Transitions

How visitors navigate between pages.

Transition Reports

  • Following Pages — Where visitors go after viewing a specific page
  • Previous Pages — Where visitors came from before viewing a page

Use Cases

  • Optimize navigation — See natural user flows
  • Find dead ends — Pages where visitors don’t continue
  • Improve internal linking — Guide visitors to important content

Engagement

Location: Behavior → Engagement

How engaged visitors are with your content.

Visits by Duration

How long visits last:

  • 0-10 seconds
  • 11-30 seconds
  • 31-60 seconds
  • 1-2 minutes
  • And so on

Short visits may indicate:

  • Bot traffic
  • Wrong audience
  • Poor content match
  • Slow page loading

Visits by Pages

How many pages visitors view per session:

  • 1 page (bounces)
  • 2 pages
  • 3-4 pages
  • And so on

More pages typically indicates higher engagement.

Using Behavior Data

Content Optimization

  1. Find high-traffic pages with high bounce rates
  2. Analyze what’s missing or confusing
  3. Improve content, CTAs, or page speed
  4. Monitor for improvement
  1. Check transition reports for common paths
  2. Identify where users get stuck
  3. Add better internal links
  4. Simplify navigation menus

Content Strategy

  1. See what content performs best
  2. Understand what topics resonate
  3. Create more of what works
  4. Retire or improve underperforming content

Next Steps

Last updated on
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