Trying to make sense of data in Google Analytics is hard.
The very many blogs and websites that cover analytics will tell you that you can draw easily very clear conclusions. But often it can be nightmarishly difficult to conclusively prove things one way or another. There are *so* many variables.
What we can do is dig deep into the data, spot patterns, and extrapolate some basic principles.
Overall, we hope we are serving our audience well. That will bring us success.
This was imported content from a prior version of the website. It was a timeline but displayed in a table.
It had very high unique pageviews but an equally high bounce rate.
I turned it into an ordered list (with list-style:none), used the HTML5 `time` tag, added anchor links at the top of the page for important parts of the timeline, and added links to related content within the body of the timeline.
Again, too soon to draw meaningful conclusions, but the bounce rate appears to be dropping as users find more content they're interested in.
The anchor links are showing up in Google SERP snippets, which is increasing the number of unique pageviews from organic search.
Use GA dashboards and standard reports to identify pages that could use improvement.
Use custom reporting to find out the exact source. Is there a problematic referrer? Is organic traffic to blame? Is the content unsuitable for a specific device (or type of device)? Is the page ranking well for less-relevant keywords?
Find this out. Don't look at the big numbers. Find the story.