Content Performance
Content Performance brings traffic, conversions, freshness, search positions, AI citations, user behaviour and internal links into one table for a project's published Content Bank topics. Use it to find pages that may need investigation, an update or further promotion, then check the supporting evidence before deciding what to do.
This is a reporting view. Using the table does not edit a Content Bank record or change the connected website.
Open Content Performance
- Open Content Dashboard and select the workspace and project you want to review.
- Find Content Performance on the dashboard. The table starts on All Content, ordered by Traffic (30d) from highest to lowest.
- If the project has markets, check Market before interpreting search positions. The first available market is selected when the project loads. You can choose another market from the list.
The table includes topics marked Published in the selected project. It does not follow the dashboard's broader Content Bank status selection, so ideas, drafts, unpublished and archived topics do not appear. A published topic without a URL can appear with No URL, but it will not have the normal page-matched performance summary.
For fuller results, confirm that published topics have the right URLs in Content Bank, that the website is connected to the project, and that the relevant tracking has collected data. A market is needed for search positions; other columns can still be useful without one.
Choose what to review
The four tabs show counts of published topics and filter the table:
| Tab | What it shows |
|---|---|
| All Content | All published topics in the selected project. |
| Stale | Topics whose recorded content update was more than 12 months ago. |
| Declining Traffic | Topics whose recorded traffic change is below −15% compared with the preceding 30 days. |
| AI Cited | Topics recorded as cited in the project's AI visibility summary. |
The tab counts cover the whole selected project. Stage, Search content, and a dashboard cluster selection narrow the matching table rows; they do not change those tab counts. The Market selection changes ranking data, not the project's tab counts.
Use Stage to select Awareness, Consideration or Decision, or return to All stages. Type a title, URL or primary keyword into Search content to find matching topics. Select a sortable column heading to sort by it; select the same heading again to reverse the order. Choose 10 per page, 25 per page, 50 per page or 100 per page and use the page controls to move through the results.
If a dashboard cluster is selected, Content Performance also limits the rows to that cluster. Clear the cluster selection to review the whole project.
Read the table
| Column | How to interpret it |
|---|---|
| Content | The Content Bank title and, when saved, a link to the page. No URL means the published topic has no page URL. |
| Traffic (30d) | Recorded page sessions in the latest 30-day window. A dash means the traffic summary has not been calculated. |
| Freshness | Whole months since the recorded content update. A dash means there is no usable update date. |
| Direct CVR | Direct conversion rate: distinct sessions that completed a conversion on this page, divided by its page sessions, as a percentage. A dash means the conversion summary or rate is unavailable. |
| Conversion Assist | Completed conversions whose journey included this page before the final conversion page. The main figure is assists per 1,000 page sessions; the smaller figure is the assisted conversion count. None found means a calculated summary found no assists. |
| Primary Keyword | The keyword connected to the Content Bank topic, if one is assigned. |
| Vol | Available estimated search volume for that keyword. This is search demand, not traffic to your page. |
| Google Pos | The page's primary keyword position from the selected market's latest available Google observation. Lower position numbers are better. |
Direct CVR uses distinct converting sessions. The direct conversion count can be higher when one session contains more than one completion. Conversion Assist counts completed conversions in which the page appeared earlier in the observed journey, excluding the final conversion page. A page may have few direct conversions and still assist other conversions.
Freshness describes time since the saved content update: Fresh is within six months, Aging is from six to twelve months, Stale is over twelve months, and Unknown means no update date is available. Age alone does not show whether the content is accurate or useful.
Expand a topic for more evidence
Select the arrow beside a row. The expanded panel shows:
- Type, Cluster and Stage from the Content Bank record, plus the traffic trend and position status when available.
- AI Visibility for configured AI platforms, showing whether each has recorded a citation. If none are configured, the panel says AI tracking not configured for this project.
- User Behaviour, including Avg Time on Page, Top Referrer, Device Split and scroll reach at 25%, 50%, 75% and 100% where data exists. Behaviour needs a tracked page; an unavailable summary may load separately when the row opens.
- Search Positions for Google, Bing and Yahoo. A dash means no qualifying position is available for that engine and market.
- Internal Links, with Inbound pages linking here and Outbound links from this page. A broken-link count appears when one is recorded.
- Position History (90d) for available positions in the selected market. A gap means no qualifying ranked observation is plotted for that date.
The traffic trend compares the latest 30 days with the preceding 30 days. The position status summarises recent Google movement, so it may say Rising, Stable, Volatile or Dropping when enough ranking evidence exists. Review the chart and the other metrics before treating a change as a content problem. Small traffic samples can produce large percentage swings.
Understand the Market selection
Market lists active markets for websites connected to the selected project in the active workspace. A market sets the website and search configuration used for the ranking fields. Selecting a different market reloads the table and expanded ranking details. It does not recalculate page traffic, conversions, freshness, behaviour, internal links or AI citations.
If there is no market for the project, the selector says No markets for this project. Published topics and non-ranking data can still appear. A blank Google Pos or search-position card can also mean that Google is not enabled for the market, the topic has no primary keyword, or the latest observation has no ranked position. The 90-day chart only plots available ranked observations.
Export the results
Select Export to download a CSV file for the current project, tab, stage, search term, dashboard cluster selection, market and sort order. The file includes every matching row, including rows on other pagination pages. It contains the table's main content, traffic, freshness, conversion, keyword and selected-market Google ranking fields, along with content type, cluster, stage and position status. Expanded behaviour, AI platform details, internal-link counts and chart points are not included.
If more than 5,000 topics match, narrow the filters and try again. An export can also fail if the report cannot be loaded; try the table again before exporting.
When data looks incomplete
- No rows: Check the workspace and project, then clear the tab, Stage, Search content and dashboard cluster filters. Check the topic's Published status in Content Bank.
- No URL or missing page metrics: Add or correct the published topic's URL in Content Bank and check that it matches the tracked website page. New or corrected records may need a background summary refresh before metrics appear.
- Missing market or ranking: Confirm the market is active and belongs to a website connected to this project. Check that the topic has a primary keyword and that the relevant search engine is enabled. A new market may need its first ranking observation.
- Dash or unavailable conversion data: A dash means the value has not been calculated or cannot be used; it is not the same as zero. Conversion figures can remain unavailable when the required journey evidence is incomplete. None found in Conversion Assist means the calculation completed and found no qualifying assists.
- Slow or failed load: Retry the selection or refresh Content Dashboard. If the request still fails, use another market or ask your workspace administrator to check the report's data refresh.
Content Performance summaries update through background processing, while search positions come from the selected market's ranking observations. A recently published page, new tracking data or a changed URL may therefore appear before every metric is ready. Use Content Bank to edit topic details, Page Optimisation or Content Comparison to investigate a page, and Link Management for link-level detail.