1. In a digital medium environment for analyzing web traffic, a method for enhancing analytics of internet-based traffic comprising: analyzing analytics data associated with internet-based navigation by a plurality of users; for a user interaction associated with a webpage in the internet-based navigation, identifying content on the webpage experienced by each user who performed the user interaction; identifying one or more keywords from the identified content experienced by each user who performed the user interaction; and generating a report for the internet-based navigation, wherein the report is based, at least in part, on an association of the user interaction with the identified one or more keywords.