Assessing Your Website Performance With Google Analytics Content Grouping

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Google Analytics Content Grouping is a newer feature in Google Analytics that allows you to create specific categories, or groups, based on your business’s website or a specific app, and then view the data based on those groups.

As most small business owners know, content management plays a major role in developing an effective website, but knowing what’s working and what’s not can be an overwhelming process. Content Grouping can help make analysis of your content much clearer, allowing you to see the amount of pageviews for each page in a group and compare them.

Here are some important ways you can utilize this feature and how it can help you understand what types of content are performing well for your business.

How it Works

First, you must set up your Content Groups and Groupings in Google Analytics based on types of pages in one section of your app or site.There is no limit to how many groups and sub-groups you can have within your groupings. For example, if you run a jewelry business, you might start with the categories Teens and Women. Within those, you can break it down into Necklaces, Earrings, and Bracelets. This way you can can see how the statistics compare with one another, like Women/Necklaces/Silver/index.html versus Women/Necklaces/Gold/index.html. Then you choose how you want to assign the content, such as a tracking code or rules to identify content. Google Analytics will show the data in your reports as soon as 24 hours later.

Analyzing Blog Performance

Using the imagined jewelry business as an example, imagine you have both a website and an accompanying blog. Your blog might be about more than just jewelry, extending to fashion and clothing, gift-giving advice, or books about jewelry. Content Grouping allows you to take your blog posts and “connect the dots across your site [and] categorize all of these different types of content and products,” according to an article on That means you can see how effective your blog posts and certain topics are in attracting pageviews and bringing traffic to your website. You can incorporate this knowledge into your overall marketing strategy and use it to help you create new goals.

Organizing Webpages

Google Analytics Content Grouping allows you to organize your pages logically so you can see what’s working, get rid of dead pages, and find out-of-date pages in need of updating. When you’re creating your company website, it’s easy to keep adding new pages until eventually it may feel as though you have more content than you or your team can handle. A post from discusses one company’s content, suggesting they separate pages into the following groups of pages: product, checkout, account management, marketing, support, and error. Within these groups you can create sub-groups, based on different marketing campaigns, types of support you offer, and specific errors, such as functional versus technical. This last category is very useful in determining where your website is having problems that need to be addressed.

Even users who are relatively new to Google Analytics can implement Google Analytics Content Grouping into their business. Although choosing your groups and groupings may seem overwhelming to begin, this tool is actually very easy to implement and use. You can start with some basic categories and become more advanced in your groupings and analysis as you learn and as your website expands and grows. Learning how effective your content is will help you to make improvements to your blog and site, making it more user-friendly and attracting more customers over time.

Sarah Teczar

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