Page Score Report: Measuring the Real Value of Every Page on Your Website

In analytics, pages are often judged by pageviews. But a view doesn’t equal value. What matters is which pages actually move a user closer to a form submission or a purchase?

That’s why we created the Page Score Report — an analysis that shows the role each page plays across lead journeys and how much it truly contributes to conversions.

What This Report Covers

Each website page gets its own Page Score — a consolidated metric that shows its real impact on conversions. The score is calculated using our proprietary scoring model, which accounts for the role a page plays at different stages of the user journey:

• First Page — the first page in a session. These pages create the first impression, attract traffic, and kick off the user’s journey.
• Associated Page — pages a user views while exploring the site. They help build trust, strengthen interest, and keep attention.
• Conversion Page — the page a user visits right before submitting a form. These are the final touchpoints that push the user to take action.

By combining these factors, we can see not just page traffic, but each page’s true contribution to business results.

What the Report Reveals

Using one of our client websites as an example, you can clearly see how different pages play different roles across the funnel:

• The /contact_us page has the highest Page Score (736). That’s expected, since this is where the conversion happens. What’s even more interesting is that this page also often appears as the first entry point to the site.
• The homepage / has a slightly lower score (571), but it’s still the most common starting point for new users.
• Pages like /white_label, /portfolios consistently show up as Associated Pages. They play a key role in helping users understand the company’s expertise before they submit the form.

In other words, the report helps you pinpoint the pages that truly drive business results, not just traffic.

How Teams Can Use This Report

• UX / content optimization. It shows which pages keep users moving through the journey, and where they drop off. This helps improve site structure, navigation, and content presentation.
• SEO analytics. Instead of looking at traffic alone, you can see which pages actually attract potential customers.
• Marketing strategy. The report helps you decide which pages to support with ads, where to drive traffic, and which pages should be refreshed, consolidated, or merged.

What Do You Need to Get Started?

• GA4 → BigQuery export to access raw events (page_view, form_submit, etc.).
• Google Tag Manager with events configured for key actions (form submission, CTA clicks).
• An SQL query to calculate the Page Score, plus visualization in Looker Studio or Power BI.

Why It Matters

This report is like an X-ray for your website. It reveals where the most valuable user interactions actually happen. Instead of guessing why some pages “work” and others don’t, you can see it clearly in the numbers.