Google has launched an improvement to its standard reports. Thanks to its Content Grouping feature, you can now see what sections of your site are performing the best and why it is so. It’s yet another useful way to see the big picture in your data.


Must-have for publishers and e-shops

As you can see in the video above, the new feature will be useful mainly to e-shops and content-orientated sites. Creating groups according to a brand or category name makes analyzing hundreds (or even thousands) of pages much easier than having to patch together data from each page separately. It’s good for error minimization too.

For example, you are selling sportswear, so you want to analyze why Nike products consistently beat its Adidas counterparts in traffic but drive less revenue than Reebok. For that you need aggregated data from the product categories on your site, which is the perfect case for content grouping.

You don’t have to be an e-shop to need this feature. Let’s say you are an NGO and you would like to compare campaign performance. Is the Save the Arctic campaign doing better than Protecting Ancient Forests? Now you can find out.

Bloggers, of course, are going to be delighted. They can see now whether their corporate career rants are getting more attention than their posts about Indian restaurants.

Content grouping set-up options

Instead of having to set up a complicated custom report, you can be done in a couple of minutes. There are three ways to create a Content Group in GA.

  • By modifying the GA tracking code
  • By extraction (using regular expressions)
  • By creating rules inside of Google Analytics

You can create only five content groupings, but the amount of groups inside those groupings is limitless.

The big question is when to use which method? You can use all of them! One content grouping can exist because a part of your site is rocking the modified tracking code, another one can be created by using RegEx, and the last one can be created solely by rules inside the GA admin interface. Some say you can even use Google Tag Manager to run the modified tracking script.

If you are a programming geek, knock yourself out and go for the tracking code modification or extraction (RegEx). In case you are a more casual analyst, there is nothing wrong with using the rules.

How to set up content grouping using rules

  • Go to the Admin section, navigate to your desired view and select the Content Grouping option. Click Create New Content Grouping button.


  • Enter the name you want to use for the Content Group.


  • Under Define rules, select either Page URL, Page Title, or Screen Name.


  • Select a matching option and enter a value to match.
    For example: Page > contains > /Pants/ adds all pages that have /Pants/ in the URL to the Content Group


  • Click OR or AND to add an OR or AND condition to the rule. Follow the instructions above to define the additional condition.
  • When you have defined all the conditions you want to use, click Done.
  • After you finish all your configuration for the group, click Save.

The steps are taken from the GA help center.

Analytics is looking at two elements – a page URI and a <title></title> tag. Make sure either of those contains the name of your grouping category. This is valid for grouping content via the rules or the extraction method.

Now what? Wait a couple of days until Google Analytics offers you to filter through content reports according to the Content Grouping dimension.