How to Use Google Analytics 4 to Find Your Best-Performing Pages

Most small business owners have Google Analytics 4 installed on their website. Very few actually use it. If you are only checking how many visitors you got last month, you are leaving money on the table. GA4 is free, powerful, and can tell you exactly which pages are making you money and which ones are driving people away. Here is how to find your best-performing pages and what to do with that information.

Where to Find Your Top Pages in GA4

Open GA4 and go to Reports → Engagement → Pages and Screens. This report shows every page on your site ranked by traffic. But traffic alone is not the metric that matters. You need to look at what those visitors actually do.

Click the pencil icon in the top right to customize the report. Add these metrics:

Views per user — shows if people stick around or bounce immediately
Average engagement time — reveals whether visitors actually read your content
Conversions — tells you which pages drive form fills, calls, or purchases
Event count — highlights where people click, scroll, or interact

Sort by conversions instead of views. A page with 200 visitors and 10 conversions is worth more than a page with 2,000 visitors and zero conversions.

What to Look For (And What It Means)

Once you have the data, scan for these patterns:

High traffic, high engagement, high conversions — These are your star pages. Double down on them. Add internal links from other pages, update the content regularly, and run ads to them.
High traffic, low engagement — People land here but leave fast. The headline might be misleading, the page might load slowly, or the content might not match what they expected. Fix the hook or rewrite the intro.
Low traffic, high conversion rate — These hidden gems are often service pages or case studies. They prove your offer works, but not enough people see them. Link to them from your homepage, add them to your navigation, and mention them in blog posts.
Low traffic, low engagement — These are dead weight. Either improve them dramatically or remove them and redirect the URL to something stronger.

The One Report That Changes Everything

Go to Explore → Free Form. Set the rows to Page title and screen class and the values to Conversions. Add a filter for Session source equals organic. Now you can see which pages bring in conversions from Google search specifically.

This is the report that separates busy work from real SEO. If your "About" page gets 50 organic visits a month and zero conversions, it is not a priority. If your pricing page gets 30 visits and five conversions, that is where you should focus your energy.

How to Act on the Data

Data is useless without action. Once you identify your top performers, do this:

Add clear calls to action on every high-traffic page. Do not assume visitors know what to do next. Tell them.
Cross-link your winners to pages that need a boost. A link from a high-performing blog post to a new service page passes trust and traffic.
Update your best pages every three months. Refresh stats, add new examples, and expand sections that are getting long engagement times.
Delete or redirect pages that have been dead for six months. Thin, ignored pages drag down your whole site in Google’s eyes.

Your Analytics Checklist

Check Pages and Screens report weekly
Sort by conversions, not just views
Add engagement time and views per user to your default view
Run the Free Form organic conversion report monthly
Update top-performing pages quarterly
Redirect or improve pages with zero conversions after 90 days

The Bottom Line

GA4 is not a trophy you install and forget. It is a tool that tells you where your website is working and where it is wasting your time. Spend 15 minutes a week in the Pages and Screens report, and you will know exactly where to focus your next update.

Want help turning your analytics into a plan that actually grows your business? Book a free intro call and we will walk through your data together.