Content performance and update checks

Open Analytics → Content to compare three 28-day or three 90-day periods. The newest three provider days are excluded because search data can arrive late. Search dates follow each provider; tracked visits use your website timezone.

What appears#

Google and Bing remain separate. Each reported URL shows query-row clicks, impressions, CTR and impression-weighted position alongside distinct human organic landing visits and converting visits. Bing uses real page-query imports rather than keyword rows with a property-address placeholder. Tracked organic landing paths can appear before a search connection is available.

A conversion rate requires at least 20 human visits and no known tracking gap, including gaps affecting every website. Duplicate goal events do not increase converting visits. Full search URLs remain distinct; tracked visits aggregate by landing path and can overlap between reported URLs. Multiple hosts sharing a path are explicitly identified. Conversions are never attributed to individual search queries.

When to review content#

A persistent-decline check requires all three periods to be synchronized, each with at least 200 reported impressions. Clicks must fall by at least 20% in each successive period, with at least five clicks in each earlier period. This is a review threshold, not evidence that old content caused a loss.

Review indexing, redirects and technical changes first, then search intent, outdated material, titles and internal links. Save a review to Actions, assign it, choose an outcome window and record the change date. Repeatedly saving the same URL/provider/period review returns the same action.

Review priority is the number of reported clicks lost since the oldest period, followed by current impressions and human visits. Up to 500 URLs per provider appear, with progressive display. A filter shows persistent declines only.

Missing data#

Incomplete synchronization, limited impressions and missing comparison history are shown explicitly. Providers omit queries; synchronized data does not guarantee that every search query or page is represented. A page without a detected decline is not a guarantee of good content performance. Only current website members and human administrators can view the private report; agents also require a current site grant, membership and the analytics:read scope through analytics.content.