Blog / Free Advice and Other Musings

If you want to know which pages are performing best in GA4, the answer is not just “the ones with the most pageviews.” A high-traffic page can still have weak engagement or poor conversion performance. To find your best-performing content, you need to look at traffic, engagement, and key actions together.

How to see which pages are performing best in GA4

To see which pages are performing best in GA4, go to Reports > Engagement > Pages and screens*. Sort by Views (the default) or Active users, then compare Average engagement time, Views per user, and Key events to identify which pages attract traffic, hold attention, and drive results.

Steps:

1. Go to Reports > Engagement > Pages and screens
2. Change dimension to Page path and screen class
3. Sort by Views or Active users
4. Review engagement metrics
5. Check key events

*Can not find the report? Some GA4 users may find the Pages and screens report under Reports > View user engagement and retention. The landing page report may be under Reports > Generate leads.

Watch: 3-Minute Walkthrough of the GA4 Pages Report

Prefer a quick walkthrough? This short video shows exactly how to navigate the Pages and Screens report and what to look for.

Beyond the Spike: Finding the Real Value in Your GA4 Pages Report

It’s easy to fall into the vanity metric trap. A spike in pageviews feels like a win—but traffic volume itself doesn’t tell you much.

A page can attract thousands of visitors and still contribute nothing to your pipeline, revenue, or growth.

The real question is: Which pages attract attention, hold it, and drive a meaningful action?

To answer that, you need to look at (at least) two metrics in conjunction:

• Volume (traffic) and Attention (engagement)
• or Volume (traffic) and Impact (key events, or conversions)

The Foundation: Using the GA4 Pages and Screens Report

Your primary tool is:

Reports → Engagement → Pages and screens

By default, GA4 shows Page title, but this often creates messy reporting.

Switch to:
Page path and screen class

This ensures:

• Clean, consistent analysis
• No duplicate titles
• Clear visibility into actual URLs

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What is the Pages and Screens report in GA4?

The Pages and screens report in GA4 shows how users interact with individual pages on your website. It includes metrics like views, users, engagement time, key events, and revenue, helping you understand which pages attract traffic and drive results.

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Selecting the Right Metrics (Volume + Performance Framework)

To identify your best-performing pages, you need to evaluate multiple metrics together:

Volume (Reach)

• Views
• Active users

→ This tells you: Which pages attract traffic?

Attention (Engagement)

• Average engagement time
• Views per active user

→ This tells you: Which pages hold interest?

Impact (Business Value)

• Key events
• Total revenue

→ Which pages drive results or meaningful outcomes?

A page with lower traffic but strong engagement and conversions is often your biggest opportunity.

The Performance Matrix: How to Evaluate Your Pages

Use this framework to quickly diagnose performance:

High traffic + High engagement
→ Strong content → replicate and expand

High traffic + Low engagement
→ Weak fit or experience → Improve headline, fix intent or layout

High engagement + Low key events
→ Weak CTA → Strengthen next steps or conversion path

Low traffic + High key events
→ High potential → Increase visibility by driving more traffic through SEO, email, or campaigns

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What metrics should I use to evaluate page performance in GA4?

To evaluate page performance in GA4, use:

• Views or Active users for traffic
• Average engagement time and Views per user for engagement
• Key events and revenue for conversions

Combining these metrics helps you identify which pages attract, engage, and convert users.

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When to Use the Landing Page Report

The Pages report shows all pageviews. But if you want to know:

Which pages bring visitors to your site?

Use:
Reports → Engagement → Landing page

Note: some GA4 users will find this report under Reports > Generate leads

How to Use It

The default reports shows the top pages visitors interact with when starting a new session on your website. The table is sorted by Sessions. But remember, we care about Volume + Engagement or Volume + Outcomes.

Add the secondary dimension:
Session source / medium

This allows you to:

• Evaluate traffic quality by source
• Compare performance across sources

Landing Page Diagnostics

• High sessions + low engagement → fix intent mismatch
• High engagement + low conversions → improve CTA
• Low sessions + high conversions → scale traffic
• High new users + weak performance → improve first impression

Finding Quick Wins with Comparisons

You don’t need complex reports.

Compare performance over time

• Before vs after updates
• Campaign launches

Compare segments

• Mobile vs desktop
• Organic vs all traffic

Use path exploration

• See where users go next
• Identify drop-offs
• Improve internal linking

Conclusion: From Data to Action

Use:

• Pages and screens → to evaluate content performance
• Landing page report → to understand entry points (where users start their journey)
• Comparisons → to uncover opportunities

The goal isn’t more data.

It’s better decisions.

Start with one question:
Which page on your site has high traffic — but low engagement?

That’s your first opportunity.

Want help finding the next five?
Get the GA4 Page Performance Checklist here.