As part of my tool agnostic analytics reporting series, I’m showing actionable reports you can build in any analytics tool to immediately improve the customer journey. Today’s report is all about showing whether or not you have the right words on your page. Whether it’s the wrong text on a link or button or content that just isn’t robust enough to capture a user, here’s a step by step guide to building your report.

Note: The key to quick, actionable insights for your friction points is thoughtful event tracking and the right event structure. If you’re not sure whether or not you have the right event structure, dive into my event structure blog post. This post gives an actionable list of events you should track and how to update your event naming structure to build reports quicker.

The first indication that the content on your page isn’t resonating with users is finding pages that have a higher than average usage of your global navigation.

To do that in GA4, create a new freeform report with the dimensions event name, page path and screen class, and link text. Pull your page path and screen class into the rows column. We’ll use link text in part 2.

In your column, put in the event name.

Add a filter to only include two specific event names, page_view and navigation_click. You’ll notice I used regular expressions here. If you need a refresher on how to use regular expressions, check out this blog post.

This should populate the report as such, with your page_view and navigation_click events in the two column headers, while your page path and screen class are broken out by rows.

Use the download button to export this data into a CSV. Remove the totals column and add the formula “=SUM(navigation_click/page_view).” This will show you how many times the navigation was used compared to how many times the page was viewed. The higher the percentage, the more likely your on page content wasn’t resonating with users.

Check out part 2 to see which navigation items are being clicked.