Use the site content report to find which of your content brings the most traffic to your site

The Site content analytics, or Popular content in the Squarespace app, shows which pages and posts are performing well. It counts every URL on your site and measures each one with four engagement metrics:

• Pageviews
• Time on page
• Bounce rate
• Exit rate

Also try: Squarespace Analytics, Track your site traffic

Review your audience engagement

To review your audience engagement data:

1. Open the Analytics panel, click Engagement, then click Site content.
2. Click the date range dropdown menu at the top of the panel to filter by time frame.

The panel displays data by page title and URL. If you change a page's title, the panel updates after someone visits the page.

What's in the site content panel?

Your Page Averages

This shows the average time on page, bounce rate, and exit rate across every page with at least one view, alongside your total pageviews for the time frame. Use it as the baseline you compare individual pages against.

Top Pageviews

This bar graph shows the eight most-viewed pages or posts in the time frame. Depending on your date range, a percent change comparison appears above it.

All Pages with Views

This table lists up to 100 URLs that had at least one pageview, ordered by pageviews. Click a page or post title to open it on your site, or click a column header to sort by time on page, bounce rate, or exit rate.

What does each metric mean?

Pageviews

Pageviews measure page popularity. Higher pageviews can mean visitors found the page easily, whether through search engines, social shares, or links from other sites. For password-protected pages, a visitor has to enter the password to count as a pageview.

A page's location on your site influences its pageviews heavily. Landing pages like your homepage, or the first page in a series, often get the most views because visitors pass through them on the way to other content.

A single page's pageview count doesn't tell you much on its own. Compare it to similar pages, or to total pageviews for your site — especially if you notice a sudden change. If one page's views spike, check other pages to see whether your whole site got more popular.

Treat pageviews as the starting point for a deeper look. After identifying a popular page, ask:

• How much time are visitors spending on the page?
• What are its bounce rate and exit rate?
• Is this a page you'd expect a lot of people to visit?

Time on page

This is the average time visitors spend on a single page before navigating elsewhere on your site. It appears in the format MM:SS:HS — minutes, seconds, and hundredths of a second.

Use it to identify pages that hold a visitor's attention long enough to read your content. A longer average time usually implies more engagement, but it needs interpreting.

The number should reflect what you expect visitors to do on the page. If the page carries important information, you probably want them reading, watching, or otherwise engaging with it. If it's a hub full of links to other areas of your site, a lower average time — especially alongside a low exit rate — can mean your design is working, sending visitors deeper into your content.

Two things limit what this metric can tell you:

• It doesn't measure active attention. We calculate it by identifying when a visitor lands on a page and when they land on the next one, then subtracting the timestamps. A visitor might have spent that time reading, or they might have left the tab open while doing something else.
• It excludes visitors who left from the page. When someone exits or bounces, their time doesn't count toward the average. Keep that in mind for any page that's a logical exit point.

Bounce rate

Bounce rate is the percentage of visitors who entered your site on a page, then left from that same page without visiting any others. This usually shows a page's ability to draw visitors deeper into your site. Bounce rate counts only visits that started on the page.

A low bounce rate means most visitors who entered there engaged enough to click a link, button, or navigation element and visit another page. A high bounce rate can mean visitors didn't have enough context to continue, or felt they'd ended up in the wrong place.

Like average time on page, a page's bounce rate should reflect what you expect visitors to do there. If the page is the first in a series, or contains many links to other pages, a low bounce rate suggests people are following the trail you left them.

If the page thoroughly explains a single topic, a high bounce rate could mean the opposite — visitors found exactly what they needed and left satisfied. That's especially likely if you've followed our SEO checklist, since visitors arriving from a web search may have landed on precisely the page they wanted.

Exit rate

Exit rate is the percentage of views of a page that didn't lead to any more pageviews on your site. Use it to identify the pages visitors most often leave from. It matters most when you're concerned people are leaving early — not seeing all your pages, or stopping partway through a purchase.

Some pages should have higher exit rates than others. The last page in a series, or a confirmation page after a form submission, are natural stopping points. So are pages visitors reach through a successful site search, since finding what they searched for is a reasonable place to stop.

More help

For more on measuring and improving engagement:

• Visit How to Measure Your Website Traffic and Performance on our blog.
• For tips on interpreting traffic metrics, visit Track your site traffic.
• Get advice from the community in the Squarespace Forum.
• To keep engaging with your audience beyond your site, send email campaigns promoting your content.