How to use Google Analytics In-page Analytics & fix the Error: 20010

Google Analytics has got a report called ‘In-page Analytics‘ through which you can determine how users interact with your website in terms of the links/elements they clicked on a web page.

Through this insight you can assess your CTA (call to actions) and other on-page elements (like buttons, important internal links, internal banners etc) in terms of driving traffic to other parts of your website.

One of the biggest advantage of in-page analytics is that, you no longer need to add tracking code here and there, throughout your website, to track clicks on different web page elements.

Now the issue with the ‘In-page Analytics’ report is that, 9 out of 10, this report does not launch and you see the following error message:

problem loading in page analytics

When you click on the ‘Load in Full View’ button, you see the infamous Error: 20010 (Access denied. Please try relaunching In-Page Analytics from the report.) in your browser window:

error 20010

We tried to launch in-page analytics from the report first.

But that didn’t work.

So we clicked on the ‘Load in Full View’ button which loaded in-page analytics in a different browser tab but then we got another error message: the error: 20010.

There does not seem to be any escape from this infinite loop of insanity.

This is a bug in Google Analytics and it has been there, for almost half a decade now.

There are forums threads on this issue, which dates as far back as Aug 2011.

Lot of suggestions has been made over the years, regarding how to fix this issue.

But they all, seem to fail to address, the real issue, which is causing the in-page analytics report to fail to launch.

This issue is related to login.

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Follow the steps below to successfully launch GA in-page analytics report in your browser:

Step-1: Navigate to the ‘Admin‘ section of your Google Analytics view.

Step-2: Click on ‘Property Settings‘ link:

property settings

Step-3: Scroll down the page, turn the toggle switch under ‘Use Enhanced link attribution‘ to ‘ON‘ and select ‘Full View mode‘ under ‘Start In-Page Analytics in‘ section:

full view mode

Background information about enhanced link attribution

By default you can’t see separate click through information for multiple links on a web page, that all have the same destination URL.

Similarly, by default you can’t see click through information for on-page elements like buttons, menus and actions driven by JavaScript code.

To use all of these features you need to use Enhanced Link Attribution feature in your analytics account.


Step-4: Click on the ‘Save’ button.


Step-5: Add following line of code to your Google Analytics tracking code:

ga(‘require’, ‘linkid’);

This code loads the plugin required for enhanced link attribution.

So your final Google Analytics tracking code may look like the one below:

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

ga(‘create’, ‘UA-XXXXX-YY’, ‘auto’);

ga(‘require’, ‘linkid’);
ga(‘send’, ‘pageview’);


If you use Google Tag Manager, then edit the tag which you use, to deploy Google Analytics tracking code on your website and set the ‘Enable Enhanced Link Attribution‘ field to ‘True’:

gtm enhanced link attribution


Step-6: Install Page Analytics (by Google) extension in your Google Chrome browser and make sure it is enabled.


Step-7: Once the ‘Page Analytics’ extension is installed and enabled, close all Google applications (including the one, which are opened in incognito mode) except Google Analytics.


Step-8: Now logged out of all of your Google Accounts. This is an important step.

9 out of 10, in-page analytics does not work because of this very reason.

Note: Make sure you are not logged into multiple Google accounts (including via incognito mode in your chrome browser) at any time, while using the in-page analytics report in GA.

This can stop the in-page analytics from working and and you may also see the following error message, while trying to access the ‘in-page analytics’ report:

invalid credentials

Step-9: Log back into your Google account.

Step-10: Login to your Google Analytics account and then navigate to the main view.

Step-11: Select the date range for which you want to see the in-page analytics data.

Step-12: Navigate to Behavior > ‘In Page Analytics’ report in your GA view:


Step-13: You are again going to see the error message ‘Error: 20010 (Access denied. Please try relaunching In-Page Analytics from the report.) in your browser window’:

error 20010

You see the message because, though ‘page analytics’ extension is installed and enabled, it is not switched on.


Step-14: To switch on ‘page analytics’ extension, click on its icon, which is located, next to the address bar, in your browser window:

turn on page analytics

The web page will now reload.

Step-15: You will now see the real time box, just below the error message ‘Exit’ button:

real time box

This message box is the first sign, that your ‘in-page analytics’ report is actually working. But you will, still not see all of the in-page analytics data yet.


Step-16: To see all of the in-page analytics data, click on the downward double arrow in the ‘Real-time’ box as shown below:


You will now see all of the ‘in-page’ analytics data:

ga in page analytics


Step-17: Click on the ‘Exit’ button at the top right to close the error message (which will continue to display otherwise). This will not close your ‘in-page analytics’ report.

Without the yellow error message at the top, your in-page analytics report, will look like the one below:

final page analytics

Step-18: Hover your mouse over any orange box to see detailed statistics:

contact us

detailed statistics

Step-19: Browse your website, like you normally do. Scroll up and down a page, click on a link to navigate to another page. Whenever a new page is loaded, the corresponding in-page analytics data, is automatically loaded for that page.

Note: In-page analytics works, only on internal links. It does not work for external links (links which point to other websites).


Step-20: Once you have looked into the ‘in-page’ analytics reports, click on the icon of the ‘page analytics’ extension (next to the address bar in your browser window) again, to turn it off:

turn off page analytics

Learn about the Google Analytics Usage Trends Tool

The Google Analytics usage trend is a new tool which is used to visualise trends in your Google Analytics data and to perform trend analysis.

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Himanshu Sharma

Certified web analyst and founder of

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

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