Content Performance
The Content Performance Table reveals how each page performs across traffic, conversions, search rankings, and AI visibility—showing exactly where to focus content improvements.
Quick start
1. Select a project from the dropdown
2. Review the metric tabs: check Stale and Declining counts for issues needing attention
3. Click any row to expand and see detailed metrics, AI visibility, and position history
4. Sort by Traffic or Position to prioritise high-impact content
Understanding the display
Metric tabs
The tabs at the top filter the table to show content matching specific criteria:
| Tab | Shows |
| All | All published content |
| Stale | Content not updated in over 12 months |
| Declining | Traffic dropped more than 15% versus the previous period |
| AI Cited | Content cited by AI search engines in the last 30 days |
Table columns
| Column | What it shows |
| Content | Page title and URL |
| Traffic | Sessions in the last 30 days. Colour indicates trend: green (up), orange (stable), red (down) |
| Freshness | Months since the content was last updated. Green = fresh (<6 months), orange = ageing (6–12 months), red = stale (>12 months) |
| Direct CVR | Conversion rate when this page is the final touchpoint before conversion |
| Assisted/1k | Assisted conversions per 1,000 sessions—measures how often this page contributes to conversions that happen elsewhere |
| Primary Keyword | The main keyword this page targets |
| Volume | Monthly search volume for the primary keyword |
| Position | Current Google ranking position. Colour indicates trend direction |
Expanded row details
Click the chevron on any row to reveal additional metrics:
• Content type, cluster, and journey stage
• Traffic trend percentage (comparing current to previous 30 days)
• Position status: rising, stable, volatile, or dropping
• Keywords section showing assigned keywords with search volume
• AI Visibility showing which AI engines cite this content
• Search positions for Google, Bing, and Yahoo
• Position history chart showing 90-day ranking trends
What should I do next?
| If you see... | Then... |
| High traffic, low CVR | The page attracts visitors but fails to convert. Review calls to action, add trust signals, or improve the conversion path |
| High Assisted/1k, low Direct CVR | This page educates visitors who convert elsewhere. Strengthen internal links to conversion pages |
| Stale content (red freshness) | Content needs updating. Prioritise high-traffic pages first. Run AI Analysis on the Average Position Chart for specific recommendations |
| Declining traffic (red pill) | Expand the row to check position status. If position is dropping, investigate competitor activity. If position is stable, review content freshness |
| Position 4–10 with high volume | Best opportunity for quick wins. Small improvements can push into top 3 positions and significantly increase traffic |
| AI Cited = Yes | AI engines reference this content. Maintain quality and freshness to preserve AI visibility |
| Position dropping | Rankings are declining. Check freshness, review competitor content, and run AI Analysis for specific recommendations |
Using the filters
Search
Type to search by content title, URL, or primary keyword. Results filter as you type.
Journey stage
Filter by where content fits in the buyer journey: Awareness, Consideration, or Decision.
Cluster
Filter by content cluster (topic group). This filter is set from the page-level controls.
Sorting
Click any column header to sort. Click again to reverse the order. An arrow indicates the current sort direction.
Interactive features
Search group selector
When viewing row details, the search group dropdown appears if multiple groups exist. Each search group represents a different tracking configuration (location, device type). Changing the search group updates the position data and history chart.
Position history chart
The 90-day chart shows ranking trends across Google, Bing, and Yahoo. Lower position numbers (towards the top of the chart) indicate better rankings. Click legend items to show or hide specific search engines.
Export
Click Export to download the current page of data as a CSV file. All visible columns are included.
Troubleshooting
No data found
The selected filters may be too restrictive. Clear filters, verify the correct project is selected, and check that published content exists.
CVR shows dash (—)
Conversion metrics require sufficient traffic to calculate meaningful rates. Pages with very low traffic display a dash instead of potentially misleading percentages.
AI Visibility shows no engines
AI visibility data is based on the last 30 days of AI engine monitoring. New content may not yet have citation data. Ensure AI monitoring is enabled for the project.
FAQ
How is Direct CVR calculated?
Direct CVR measures the percentage of sessions where this page was the final page visited before a conversion occurred. Higher rates indicate strong converting content.
What is the difference between Direct CVR and Assisted/1k?
Direct CVR captures conversions that happen immediately after viewing the page. Assisted/1k captures conversions where the visitor viewed this page earlier in their journey but converted on a different page. Both metrics matter for understanding content value.
How often does the data update?
Traffic data updates continuously as sessions are recorded. Position data typically updates daily based on crawl schedules. AI visibility data updates after each monitoring run.
Why do positions differ from other tools?
Ranking tools check from different locations, times, and devices. Variations are normal.
What determines freshness status?
Freshness is based on the last content update date. Fresh = updated within 6 months, Ageing = 6–12 months, Stale = over 12 months since the last update.
Getting help
Contact support for specific data issues or unexpected behaviour