Content performance report
also called Page performance reportBlog performance reportArticle performance reportContent scorecard
The page-level index rolled up the way content is planned, by section, template, topic or publication cohort, with clicks, impressions, position and conversions per page. It is the report that turns 'organic is up' into 'these twelve pages did it'. Newly published cohorts are tracked from launch so a publishing programme can be judged on its own pages rather than on site totals.
Who it is for, and what it settles
- Audience
- Content lead
- Job to be done
- Tell the content team which published pages earn search demand and which do not, at the grain they actually publish in.
- Cadence
- Monthly
The metrics, in three tiers
Headline numbers carry the story. Diagnostics explain a headline that moved. Guardrails stop a wrong conclusion. Every row links to the definition, the formula, the caveats and what the metric is not all live on the metric page.
Headline What you lead with 4
Diagnostic Reached for when a headline moves 8
- Average CTR derived metric percent
- Period-over-period change derived metric the same unit as the metric being compared
- Period-over-period change, relative derived metric relative change
- Unique keywords raw measure distinct keywords
- Sessions raw measure sessions
- Conversions raw measure conversions
- Conversions by goal raw measure conversions per named goal
- Conversion rate rate fraction of users
Required data sources
Skills that produce or interpret it
Method rungs covered
- R1 Reachable , not covered
- R2 Retrieved , covered
- R3 Referenced , not covered
- R4 Represented , not covered
- R5 Rewarded , covered
It reads the upper rungs only. If a lower rung is broken, fix that before you present this, a report that never checks whether pages can be reached will keep reporting movement that may not be yours.
Ask for it in one sentence
The prompt pack for this report, copy one, or watch it play in the simulator.
- "Which of our pages get the most search traffic?" Simulate this → Prompt gallery →
- "How is the blog performing in search?" Simulate this → Prompt gallery →
- "Did the pages we published last quarter work?" Simulate this → Prompt gallery →
- "Which pages get impressions but no clicks?" Simulate this → Prompt gallery →
What to say out loud when you present it
Search Console reports on canonical URLs, so parameterised and variant URLs roll up in ways that surprise people comparing against the CMS list, state the normalisation rule. New pages need weeks of data before an absence of clicks means anything. The BigQuery Search Console export returns far more URLs than the API for large sites; page counts are not comparable across the two sources.
Related workflows and use cases
Watch a run that builds this report
All runs →
1 min 12 secCan your search data tell you what to do next?Search Console · Search pulse · Chart composer◐Recreated from an anonymized session
2 min 23 secYour biggest loser is not your best refresh.Search Console · Content decay refresh◐Recreated from an anonymized session
2 min 19 secOn some queries, your toughest rival is your own other page.Search Console + Rank tracking · Cannibalization check◐Recreated from an anonymized session
How this entry was verified
Knowing the contents is step one.
Someone still has to assemble it, defend the numbers and present it. Here is the rest of the showcase.