Stop Auditing Content Like It's 2019
Traffic tells you if a page is attracting people. It tells you nothing about whether it's doing anything useful once they get there. The Content Decay Report measures traffic across every source — search, social, email, referrals — and pairs it with GA4 funnel participation to find pages that are truly dying — and stealth assets you'd accidentally delete.
Free. Connects via Google OAuth. Requires GSC linked to GA4.
Red List
2
both signals declining
Stealth Assets
1
traffic ↓ funnel ↑
Silent Problems
1
traffic ok, funnel ↓
Healthy
1
both signals ok
Red List — 2 pages losing both organic visibility and conversion participation. Prioritise these for refresh or consolidation.
Stealth Asset — /blog/utm-parameters-explained lost 22% of clicks but funnel rate improved +18%. Do not consolidate — add internal links pointing here.
Page Analysis
| Page | GSC Clicks Δ | Funnel Rate Δ | Status |
|---|---|---|---|
| /blog/ga4-migration-guide | -38% | -41% | Red List |
| /blog/utm-parameters-explained | -22% | +18% | Stealth Asset |
| /resources/analytics-checklist | +4% | -29% | Silent Problem |
| /blog/google-analytics-setup | -8% | +3% | Healthy |
| /blog/conversion-tracking-101 | -51% | -33% | Red List |
Funnel Participation Over Traffic
Most content decay audits ask one question: is this page getting traffic? That's the wrong question.
A page can be losing traffic and still be one of your most important conversion assets. A page can hold steady on visitor numbers while quietly becoming useless to your funnel. You'd miss both looking at traffic volume alone.
This report combines two data sources — GA4 page views across every traffic channel and GA4 funnel participation — and classifies every page on a 2×2 grid. The result is a priority list that reflects actual business value, not just traffic volume.
Classification
Four Page States
Every page lands in one of these four quadrants. Each requires a different response.
Red List
Traffic ↓ · Funnel ↓Both traffic and conversion rate are declining. This is your true priority list — these pages are losing on every dimension that matters. Refresh, consolidate, or replace.
Stealth Asset
Traffic ↓ · Funnel ↑Traffic is declining but funnel participation is holding or improving. In a standard audit this page looks like it's dying. It may actually be one of your most valuable conversion pages. Do not delete or consolidate — protect it.
Silent Problem
Traffic ↑ · Funnel ↓Traffic looks fine but the page has quietly stopped contributing to conversions. This is the most dangerous category — it won't show up in a traffic-only audit but it's actively losing you business value. Audit the CTA and offer.
Healthy
Traffic ↑ · Funnel ↑Both signals are stable or improving. Not a priority. Leave it alone and focus your attention on the other three categories.
The Stealth Asset Problem
A stealth asset is a page where traffic is declining but funnel completion rate is holding or improving. In a standard content audit, this page looks like it's dying. In reality, it may be one of your most valuable pages.
Why does this happen? A few reasons: the page has lost informational top-of-funnel traffic while retaining high-intent visitors. It's become a specialised resource that fewer people find but the people who do are exactly right. It's doing conversion assist work that doesn't show up in last-click attribution.
If you consolidate or delete a stealth asset because traffic dropped, you may blow up conversion paths you can't see without the funnel data. This is exactly the kind of mistake that looks fine in a traffic report and shows up six months later as a revenue problem with no obvious cause.
What to do with stealth assets
- →Don't touch the core content
- →Consider consolidating weaker related pages into them (pass link equity to the converting page)
- →Add internal links pointing to them from higher-traffic pages
- →Protect them from any "clean up old content" initiatives
What the Report Shows
Connect your GA4 property and get this breakdown in under a minute.
Status Classification
Every page classified as Red List, Stealth Asset, Silent Problem, or Healthy — based on the intersection of page view delta and GA4 funnel participation delta.
Priority Quadrant Chart
Visual 2×2 scatter plot: page view delta on the X-axis, funnel rate delta on the Y-axis. Instantly see where your pages cluster and which quadrant needs attention.
Year-Over-Year Comparison
Last 90 days vs. the same 90 days from one year ago — same seasonality window, clean signal. No manual date configuration required.
Funnel Event of Your Choice
Connect any key event from your GA4 property as the funnel step 2. Purchase, form submit, lead event — whatever maps to actual business value for your site.
What You Need
GA4 property with Google Search Console linked
RequiredThe report uses organic click and impression data from GSC. If your property isn't linked, go to GA4 Admin → Service Links → Search Console to connect it.
At least one key event configured in GA4
RequiredYou'll pick which key event to use as the funnel step. Any purchase, form submit, lead event, or custom key event works.
At least one year of data
The year-over-year comparison requires data from both the last 90 days and the same window 12 months ago. Newer properties with less than 1 year of history will show limited results.
Find the Pages That Actually Matter
Connect your GA4 property and get your content decay classification in under a minute. Free, read-only access — we never modify your data.
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