How to Set Up Google Analytics Content Grouping?

Content creation is becoming the easiest way for marketers to get traffic. This has led to millions of contents being uploaded regularly on the web. With this comes the need to manage the content and evaluate it, i.e. if it is actually bringing any good results for your website. This is where Google analytics jumps in. Google Analytics allows you to evaluate your website’s content and manage it efficiently. But with the new content grouping feature, the process can be made even easier.

Now the main thing to consider is how to set up Google Analytics Content Grouping. Let’s see how it is done-

Key Vocabulary-

Before starting with explaining the process of setting up content grouping, it is important that you get to know a bit of the key terms used in the process.

  • Group- A group is a collection of content. The content could include anything like pages on your website or screens from your app.
  • Grouping- It is just a bunch of groups.
  • Content groupings contain multiple content groups.
  • A marketer can also create various grouping in Google analytics and juggle between them as per his needs.
  • If there is an item that has not been included in the grouping, it will be present under the ‘not set’ part.

Now that you have basic knowledge about content and analytics terminology, let’s get on with setting up content grouping for Google Analytics.

Implementing Content Grouping

Content grouping is implemented on the views level. The grouping has a limit of 5 content groupings for your groups. Content grouping for Google Analytics is done in three ways-

  1. Code Change
  2. Extraction Method
  3. Rules Method

Let’s get to know these three in detail-

Code Change

Code changes are made by modifying the Google Analytics tracking code. Using this method provides the marketer the benefit of grouping the content without breaking them during the site structural changes. One of the drawbacks of this method is that changing the code requires developer to be present during the initial set-up.

Extraction Method

In this method, the groups are created by extraction of data. Extraction is done on the basis of the data dimensions present in the Google Analytics. The data that is extracted comes from various sources like URL, Screen Name, Page Tile, etc. Marketers can use Regular Expression (Regex) to collect information from the data dimensions and create groups from it. For better understanding let take an example-

If you had an URL of- /blue/flowers/and /blue/leaves, in this case you can extract the group ‘flowers’ and ‘leaves’ out of the URL by using the Regex tool.

To implement the process, you need to follow the following steps-

Step1– Go to the Admin Page and then go to the view that you want for your content grouping. Next select the option Content Grouping.

Step2- Write the name of the content grouping that you want to create.

Step3- Select the method-‘Extraction’.  Next select the data dimension that you want to use. For automatically creating groups, use the Regex tool.

Rules Method

The Rules method achieves the same results as the Extraction method but in a different way.

The extraction method allows you to use only the Regex to collect information, but in the Rules method the marketers are allowed to use a variety of predefined patterns matching options like: ‘starts with’, ‘contains’, ‘ends with’, etc. Unlike the others the Rules method is not automated. In this you are required to set the name for each group.

You can follow the steps given below to go ahead with the process-

1– Go to the Admin Page and then go to the view that you want for your content grouping. Next select the option Content Grouping.

2- Write the name of the content grouping that you want to create. Next select the ‘Rules Method’ of grouping.

3– Name the groups that you created. Then select the matching pattern type. Use the ‘OR’, ‘AND’ function if your site’s URL is complex.

Content grouping is an effective way to add additional dimensions within the Google Analytics account. Groups will reflect the structure of your site in a better way and will make it easier for you to evaluate your pages and screens.  Creating groups can help you in observing structures and comparing with the other groups. All this may seem like a complex task to do, but requires you to put in very little efforts. So, no more wasting time, get started with content grouping!

Disciplined Approaches To Google Analytics You Should Try

The web has a large amount of digital data and it is increasing at an even faster pace. But what needs to be kept in mind for your digital marketing needs, is that data is not just about social media, emails and YouTube videos. For your business to be successful, you don’t need to just create data but also need to focus on how to use that data to improve your brand’s marketing strategies. Given below are a few disciplined approaches to Google analytics, which marketers use to make full use of their data-

  • The Proactive Approach– Proactive approach requires the marketer to question the brand and the market to come up with better ideas. Some of the questions that you can ask are –

What content resonates most with my brand?

All your content is not the same and will not bring an equal amount of traffic. You need to identify which pages get you the best result and which lag far behind in the same. Identifying your highest and lowest grossers will help you in having a fair about where you need to put in the most efforts.

  • Under performing Platforms– Different people use different search engines according to their needs. Google Chrome may be topping the charts but users favouring Internet Explorer and Mozilla Firefox are no less. Your marketing strategy should cover all of it. Use Google Analytics to make sure that you fulfill the needs of all. Do not focus only on chrome. What if a large part of your customers are using Internet Explorer and your site does not load properly in the platform? That could land you in a bad space. Keep in mind that no platform is under-performing, all of them can be used to help your brand achieve success.
  • Terms that bring Traffic– Keywords rule the digital world. They are the ones that bring traffic and marketers need to put in a great effort into keywords management. Don’t just go with any keyword. Do some research and find out on what searches your website comes up, on the search result pages and what people are looking for on the web. You need to know what is popular on the web and create content accordingly.
  • Landing Pages– Landing pages are the first impressions of your website. They are the gateway to your webpage. A good landing page creates a lasting first impression. Make sure that the landing page is such that it converts visitors into leads. One way to do this would be to find your best landing page and optimize them for better.
  • Visitor Engagement with the Pages– It would be wonderful if you could know exactly how the visitors interact with the pages, wouldn’t it be? Now it is possible with tools like Crazy Egg. Apart from this, you can also get a lot of data using Google Analytics. The data that you get from these websites can help you in providing the audience a great user experience and achieve conversions.
  • Reactive Approach– Asking questions and then deciding your plan of action is a good way to deal with your marketing strategies, but you also need to work on the data that you already have. Once you register on Google analytics, you a provided with a bunch of data about your website. Study that information and come up with the best solutions regarding it.
  • Event Tracking– Event tracking helps you in gathering information about how users behave on your site. It allows you to monitor details like a user rating your site, watching a video, leaving a comment, etc. All these details would go unnoticed without the help of event tracking. Observing all this will help you in having an idea about what kind of content your website needs.
  • Channels- The main motive of any website is to result in conversions, but there will be no conversions if there is no traffic. To get traffic, you need to manage your channels and keenly observe which channels bring the most traffic. Find out about the under performing channels and work on improving them.
  • Exit Pages– It is important to know how users enter your website, but how exit pages have an equally important part to play in your brand’s success. Check from what pages most of the users exit. You never know may be there is something that is shooing them away. If there is something as such, you need to make sure it is taken care of.
  • Funnel Visualization– Funnel visualization allows you to know how many visitors completed all the pages on your web page. Use Google Analytics to check if your website funnel is leaking or failing anywhere. If it is true, you need to fix it.

Google Analytics is a great tool to manage your data, but for that you need to approach it with multiple strategies and options. Make use of the above mentioned information and you are set to go.