Analytics Recipe Cookbook - Summaries

Implementing Content Grouping in Google Analytics

  • 1.  Implementing Content Grouping in Google Analytics

    Bronze MVP
    Posted 12-20-2018 04:08 PM


    In a fast-changing digital environment, more and more content is being made available online. This also means that you as a marketer would be pushing more content on your site to stay ahead of the competition. Be it an e-commerce website or a blog, there will always be the need for more pages to grow your business online.  Let's say your site has hundreds of pages of high-quality content, but can you tell which section of your website drew the most users in? What content keeps your audience engaged? What is it that keeps bringing them back for more?

    Of course, you can! Pull out the 'All Pages' report and most of your business insights are readily available. You may also create some segments and analyze.

    But the question is - is this an effective way to gain insights for sections of your website? Well, the answer is No! This is rather time-consuming and requires a certain level of effort in terms of building segments and applying filters to reports.

    But Google Analytics has a solution for this – Content Grouping. With Content grouping, we can club various pages together and bring them to the reports as a single line item. This makes it easier to monitor website performance based on certain sections. So now you know whether 'Clothing' as a section or category does better or 'Personal Care'!

    Analysis Overview

    This article provides an overall understanding of Content Grouping and illustrations on how it can be implemented.
    Additionally, it gives a detailed explanation of the best practices to be kept in mind while leveraging this feature. 


    Analysis Benefits

    Using Content Grouping, we can answer <g class="gr_ gr_212 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling multiReplace" id="212" data-gr-id="212">below mentioned</g> questions –

    1. How each distinct section of a site performs.
      (Example – 'Clothing' vs. 'Personal Care' for an E-commerce site or 'Implementation' vs. 'Insights' for a web analytics blog.)
    2. Which section of the website needs more attention or investment?
    3. What sections of the website are major contributors to conversions?

    Please note, some of these questions can be answered by using the right set of filters and custom segments. But with content grouping, you have a completely new view into your website's performance. It enables you to see through sections of your website and narrow down on important focus points.

    DAA members, go here to view full recipe.

    Neha Paul
    Nabler (Corporate Account)
    Quanties Nominations 2021