How to use Insights
Sitechecker Insights tool works as a library of data templates to generate insights based on Google Search Console, Google Analytics 4 data, and data from Sitechecker tools like Site Monitoring, Site Audit, and Rank Tracker.
We created this library for 2 reasons:
1. By default Google Analytics 4 and Google Search Console have strict interface limitations. You can't build many valuable visualizations there.
In Sitechecker we plan to fill this gap. We create one chart or table to answer one specific question. And you can suggest templates to add there.
You also can find among templates there many charts and tables that aren't published yet but will appear in Insights soon.
2. Often Google Search Console and Google Analytics data aren't enough to get an answer to your question.
For example, if you would like to monitor the indexation status and search performance of recently added pages.
For that, you should have data by newly added pages to the website and merge it with Search Console and Google Analytics metrics.
That's why blending data from Sitechecker tools and Google tools helps to get much more insights than using only Google tools.
Below is the list of published templates and how they work.
Top landing pages by growth potential
Here you can see the list of pages that are prioritized by potential search traffic, conversions and revenue.
To define the list of these pages we import metrics from Google Search Console and Google Analytics and use a few custom metrics to calculate the potential.
For each page, you have 2 types of metrics:
- default metrics: page metrics from Google Search Console and Google Analytics for the past 30 days;
- custom metrics: how much you can grow your monthly traffic, conversion, and revenue metrics if a page is in the top 1 for all the keywords it ranks for (note that this is just an estimate of the page’s potential, not exact numbers since we don’t account for different click-through rates of keywords and the fact that the page can rarely become in the top 1 for all the keywords for which it is ranked).
You can click on the URL row and get a list of the keywords you should work first on to increase traffic to this landing page.
Changes in search metrics by keywords
Check how the Impressions, Clicks, CTR and Average Positions changed by keywords for selected period.
Changes in search metrics by landing pages
Check how the Impressions, Clicks, CTR and Average Positions changed by landing pages for selected period.
Metrics we import from Google Search Console
- Average position
Metrics we import from Google Analytics if you chose eCommerce tracking
- Ecommerce Conversion Rate
Metrics we import from Universal Analytics if you chose goals tracking
- Goal Completions
- Goal Conversion Rate
- Goal Value
Custom metrics and their formulas
Potential Rank = Impressions / Average Position
Lost Clicks = (Impressions * 0.2) - Url Clicks
Lost Transactions = ((Impressions * 0.2) - Url Clicks) * Ecommerce Conversion Rate
Lost Revenue = ((Impressions * 0.2) - Url Clicks) * Ecommerce Conversion Rate * Avg. Order Value
Lost Goal Completions = ((Impressions * 0.2) - Url Clicks) * Goal Conversion Rate
Lost Goal Value = (((Impressions * 0.2) - Url Clicks) * Goal Conversion Rate) * (Goal Value / Goal Completions)
We use the value 0.2 as the default average CTR of the page on the first position in Google SERP. Backlinko research and other sources show similar data - that the first place gets about 30% of clicks. But since a huge number of searches in the search results generally go through without transitions to sites and this figure is growing every year, it is better to average it to 20%.