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The missing measure in Google Analytics – how to find it with Dimensionator

Author's avatar By Dave Chaffey 27 May, 2010
Essential Essential topic

There are maybe many missing measures in Google Analytics which could be useful, but the one I'm referring to is useful AND is available if you know where to look.

What is the missing measure?

The measure I'm referring to is Second Page Viewed on your site.

In this example, I'm looking to see the second page which within the [Visitors:New vs Returning] report. Filtering for New visitors shows me the most important path is visitors going back to the home page. (not set) is the bounces.

How will it help me?

Why would I be interested in that you're thinking - I can see my top entrance or landing pages, that's what really counts.

The main reason I find this useful is to do with understanding how site visitors use site-wide navigation.

Although you can see a forward path for a page from its navigation summary or Site overlay in Google Analytics (if you can get it working), it's difficult to get a feel for which are the popular navigation features across the whole site.

I recently used this measure to show a client that many visitors were clicking on "Contact Us" and then within that page, using the navigation summary, a store locator option. So we needed to make the store locator in a more prominent logical place.

Where do I find it?

This is the tricky part. It is available through the Google Analytics API, but not GA itself AFAIK. So to access it easily you need a clever free tool by Caleb Whitmore of Analytics Pros called Dimensionator which exposes a range of dimensions that can be ovelaid on existing reports in GA.

Thanks to Lucy Griffith for alerting me to the tool and Caleb for creating and sharing.

Dimensionator is a bookmarklet that you add to your browser and then select the dimensions you require when in the relevant report - secondary dimension is the main way I use it.

If you use Dimensionator already, please share  how you use it. I asked Lucy for her most useful feature and she independently mentioned the second page viewed.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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