# Content performance

> The report that says which pages worked, what Scout recommends doing about each one, and how the rest of your site compares with the pages Scout published.

**Which pages worked?** is the question this tab answers. It has two tables: the pages Scout published, each with a verdict on what to do next, and the rest of your site, where the fastest wins often are.

![Content performance](/docs/screens/reports-content.png)
_Each page Scout published ends in a verdict under "Scout says"._

## Pages Scout published

Every article that went live, measured two ways at once: against the period before the report's window, and against the page's own first month. The table's subhead says so.

| Column      | What it shows                                                                        |
| ----------- | ------------------------------------------------------------------------------------ |
| Page        | The title, linking to the single-page report                                         |
| Published   | When it went live                                                                    |
| Clicks      | Organic clicks in the window                                                         |
| Change      | Against the period before                                                            |
| Impressions | How often it appeared in search                                                      |
| CTR         | Clicks divided by impressions                                                        |
| Position    | Average position in search results                                                   |
| Key events  | Conversions the page produced. Shown only when Google Analytics is connected         |
| AI mentions | How often assistants mentioned the page's topic. Shown only when AI visibility is on |
| Scout says  | The verdict                                                                          |

### Scout says

The last column is a badge with a next move. Hover it for the reasoning.

- **Maintain.** The page earns its place as it is. _"Nothing needs doing."_
- **Refresh.** The page is losing ground or its subject has moved on. Scout's next scan weighs it for the queue; nothing is needed from you yet.
- **Expand cluster.** The page is working and the questions around it are uncovered. A cluster of related pages would compound it.
- **Investigate.** The numbers moved in a way search data alone cannot explain. _"Worth a human look at the page itself."_

When a verdict has already become an opportunity, the badge turns green and links to it: _"In your queue as '{topic}', click to open."_

### Before anything is published

The table says _"Nothing published yet."_ and sets the expectation: once the first piece goes live, its performance appears here about a week later, because search takes that long to notice a new page. Without Analytics, a line invites you to connect it _"to see what these pages converted, not only what they attracted."_

## The rest of the site

Pages Scout did not write, from the same Search Console data. The table's own subhead makes the point: _"The fastest wins are usually here."_ A page that already ranks on the second page, or earns impressions without clicks, is often a smaller job than a new article. Scout lists the pages that earn enough impressions to be worth a decision; when none do, it says _"No other pages to compare against."_

## The single-page report

Click a page title to open its own report. It shows three comparison windows side by side, each answering a different question:

1. **Is it moving now?** The current window against the one before.
2. **Did it ever land?** The page's first month against the period before publication.
3. **Did publishing change anything?** After against before.

Under them, a clicks series over time and a table of the queries the page appears for. A page that was published before Search Console history reaches back has no pre-publication baseline, and the report says so rather than showing a zero.

## The one-week lag

Search Console data arrives two to three days behind, and a new page takes about a week to start appearing in results. A page published yesterday will show nothing yet, and that is not a verdict on the page.

## Related

[Reports overview](/reports/overview) for the numbers across the whole site. [Operations](/reports/operations) for how efficiently the pages were made.