Under-Used Analytics Features 2: Content Groupings

This is the second post in a series about under-used Google Analytics features. Under-used by whom? Not by us – these are features that we use all the time, and find invaluable in analysing our clients’ data. But we find that the majority of clients are unaware of them or unsure how to use them – hence the need for this series!

What are Content Groupings?

You can use content grouping to group content into a logical structure that reflects how you think about your site. For example, you might group your News pages together, or your Dresses content in an online store selling clothing. In one particular client’s case, we recommended using a content grouping to enable them to easily report on a group of particularly key pages – the ones that they regard as being key to driving sales. To throw some confusing terminology at you, ‘Content Groupings’ are like categories, and ‘Content Groups’ sit within them and are like sub-categories. So your dresses content might be a Content Group within a Clothing Content Grouping. You can only have 5 Groupings but unlimited Groups within them, so you need to plan carefully.

How do you set up Content Groupings?

There are different ways of setting these up, and you would choose the most appropriate method for your circumstances. You need to go into Admin and select ‘Content Grouping’ at the View level. Then click the big red button to add a new content grouping. The “Group Using Extraction” method is probably the easiest for the layman to set up, as this does not involve any code and does not require you to have any common elements in the URLs that you want to isolate. You just put in the addresses (partial or whole) of the pages you want to add to the Content Grouping. “Group Using Rule Definitions” can also be set up without editing any code. This pulls together pages into a Grouping that meet certain criteria according to the rule you have defined. “Group By Tracking Code” groups together all the pages that have a particular tracking code on them. This works well for large sites but would need a developer to implement. For example, you could set up your site in such a way that all pages that use a particular template (eg the news page template or the Services Division template) are automatically given a tracking code that identifies them as belonging to a particular group. This means that new pages in that section will automatically be added to the Grouping and you do not need to worry about it.

Where do I see these Groupings in Analytics?

Once you’ve created them you should be able to see them in any reports which offer Content Grouping as a primary dimension. The example below is from a client’s Behaviour > Site Content > All Pages report. Wherever you can use Content Groupings to break down your traffic data, you should see them as an option on the screen.

I’d like to know more about Content Groupings! Where can I read more?

Google’s own Support files give you lots of information about Content Groupings. I’d suggest starting with their general support article on Content Groupings: https://support.google.com/analytics/answer/2853423?hl=en   Enjoy!

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