The video is in the works. Until then, the guide will get you there.
Step-by-step guide
Where to find the Content report
In the side menu, click "Behavior".
A submenu opens. Choose "Content" there.
The Content report opens.
Choosing a page and a device
At the top of the report you decide two things.
Page: which of your pages you want to look at. The dropdown is sorted by page views, the most visited one at the top.
Device: desktop, tablet, or mobile. The same page looks different on every device. What sits at the top on desktop can end up three scrolls further down on mobile. That is why you look at the sections separately.
The two views
Heatmap
Your website section by section, in the real order, colored by reach.
- Dark blue: almost every visitor saw this section.
- Light blue: hardly anybody scrolls down that far.
That way you know right away how far your visitors get.
An example from practice: your pricing table is colored light blue. Meaning most visitors never get there in the first place. Two options: you move the table further up. Or you put an anchor link in the hero area that jumps straight to it. Both usually do more than tinkering with the table itself.
Efficiency
Every section appears as a dot in a chart.
- X axis: reach. How many visitors saw the section.
- Y axis: interaction rate. How many of them clicked.
- Dot size: the absolute number of clicks.
Four quadrants show at a glance where you should start:
| Position | What it means | What to do |
|---|---|---|
| Top right | Top performer. Seen a lot, clicked a lot. | Leave it alone. |
| Top left | Hidden potential. Rarely seen, often clicked. | Place it further up. |
| Bottom right | Attention without action. Seen, not clicked. | Rethink the content or the call to action. |
| Bottom left | Barely seen, barely clicked. | Rethink it or drop it. |
An example from practice: three sections on your home page.
- The hero banner sits top right. 95% reach, 12% interaction rate. Working.
- The testimonials sit top left. Only 30% reach, but an 18% click rate. Whoever sees them is interested. Pull them up.
- The call to action banner at the end of the page sits bottom left. 8% reach, 0.2% click rate. It only costs space. Cut it or rebuild it.
Detail view
In both views, a click on a section or a dot opens the detail panel with the full statistics.
In the panel, you see:
- Statistics: every metric for the section at a glance.
- Trend: the development over 30 days, impressions against interactions.
- Most clicked targets: where visitors from this section clicked through to.
- Visitors who saw this section: one click takes you straight into the visitor profile.
The metrics
| Metric | What it means | Rule of thumb |
|---|---|---|
| Impressions | How often the section was seen. | A context value, best read against the page views. |
| Reach | Share of page views where the section was seen (in %). | Under 30%? The section sits too far down. |
| Interactions | Number of clicks in the section. | An absolute number. It only becomes meaningful through the rate. |
| Interaction rate | Share of impressions that led to a click (in %). | Under 1%? The content or the call to action is off. Over 10%? Excellent. |
When does an impression count? A section counts as seen when at least half of it was visible for one second. That is the industry standard (IAB, the "Interactive Advertising Bureau") and makes sure that merely scrolling past does not get counted. One impression per page view at most.
When does an interaction count? On a click on a link in the section. Or on the section itself if a click target is stored for it.
Aha moments you will recognize
A few patterns that keep turning up in the Content report:
- The hero gets seen, but nobody clicks the call to action. Usually it comes down to the button text. "Learn more" rarely pulls, "Book a demo now" does better.
- The FAQ at the bottom barely gets reached but has the highest click rate. Anyone who scrolls that far is ready to buy. Move two or three of the most important questions further up.
- On mobile the reach collapses after the second section. People scroll less on a phone. Shorten the mobile version or build in jump links.
- An unremarkable text link gets more clicks than the big button next to it. Sometimes visitors expect something different from what the designer expected. Follow the data, not your gut.
Common questions
"Layout snapshot missing for this page." What now?
The heatmap appears as soon as the first visitor opens the page with content tracking active. Wait a moment, and it is there.
What are "sections outside the current layout"?
Those are sections with existing data that no longer appear in today's page layout. Typical after a website rebuild. The data is kept but listed separately, so your current report stays clean.
Why do I see different sections on desktop and mobile?
Because your website is built differently depending on the device. Some sections are hidden on mobile, others are combined. Trustlytics shows you exactly what the visitor actually saw on their device.
I changed a section. When does that show up in the report?
The new layout snapshot is recorded on the next visit. The old data stays visible under "sections outside the current layout".
Are clicks on external links counted?
Yes. Every click on a link in the section counts as an interaction, whether it leads to your own site or to an external target.