Google Analytics Content Groups for Higher Ed Marketing

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A brief introduction to Google Analytics Content Groups for university and college marketers

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Google Analytics Content Groups for Higher Ed Marketing

  1. 1. Google Analytics Content Groups for Higher Ed Marketing Slide 1 Google Analytics Content Groups for Higher Ed Marketing
  2. 2. Google Analytics Content Groups for Higher Ed Marketing Slide 2 1) Site Architecture 2) Content Groups 3) Groupings 4) Conclusion Overview Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  3. 3. Google Analytics Content Groups for Higher Ed Marketing Slide 3  Higher ed websites have complicated architectures designed to organize and optimize information about lots of different topics for lots of different audiences.  The architecture of your site provides a natural structure that Google Analytics uses to organize and report on the traffic and behavior of the real people who visit your site.  But what if the default structure of your site doesn't give you quite the right “dimensions” of analysis that you really need to see what’s happening with respect your particular digital marketing priorities. 1. Site Architecture Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  4. 4. Google Analytics Content Groups for Higher Ed Marketing Slide 4  For example, what if you wanted to …  Roll up, compare and drill down into the traffic on all the separate continuing education pages spread across every academic department of your large university site?  Compare and analyze blog page activity for all departments across your college website?  Provide summary tracking and analysis on “marketing” page traffic for each of your marketing department managers, cumulatively and individually, for each of their assigned departments across your institution? 1. Site Architecture Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  5. 5. Google Analytics Content Groups for Higher Ed Marketing Slide 5  Content Groups is a new tool in Google Analytics that allows you to easily do these kinds of things by arbitrarily grouping together related content, and then providing traffic data and reports on these custom defined groups of pages.  This feature allows you to logically organize your content according to your own business rules and prioirites.  Then, rather than seeing your traffic and behavior data based on page URL or screen name, it is viewed based on your specifically defined content groups.  Each content grouping contains multiple content groups. 2. Content Groups Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  6. 6. Google Analytics Content Groups for Higher Ed Marketing Slide 6  A content group contains multiple pieces of content.  For example, in the Content Group organized as below, you would see the aggregate of all pageviews at the Faculty level, and then drill down to see each URL or page title activity within Departments. 3. Groupings Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  7. 7. Google Analytics Content Groups for Higher Ed Marketing Slide 7  Content Groupings are created in Admin/ Content Groupings. There is a maximum limit of five Content Groupings, but within Groupings, there is no limit to the number of Content Groups that can be created.  There are three ways to assign content to a Group.  1. Tracking Code (modify the tracking code on each web page)  2. Using Extraction (extract content based on URL or page title using regular expressions)  3. Using Rule Definitions (add code that ID’s the content group that the content belongs to)  About 24 hours after you create a Content Group, the data will appear in your GA reports.  Content Groups are only applied from the moment you configure the functionality and are not applied to historical data. 3. Groupings Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  8. 8. Google Analytics Content Groups for Higher Ed Marketing Slide 8  Content Groups are a powerful means to customize your Google Analytics reporting to provide you with the data you need to better manage your higher ed business goals and priorities.  At HEM, we are just beginning to work with our clients on Content Groups to help better refine their reporting and analysis of data for better marketing ROI. 4. Conclusion Source: Higher Education Marketing – Google Analytics Content Groups for Higher Ed Marketing
  9. 9. Google Analytics Content Groups for Higher Ed Marketing Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+
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