In brief: Content grouping joins pages into analytical groups according to their role or topic. It makes it possible to read performance, for example by template types, without assessing every URL separately.
How I use Content grouping in practice
With Content grouping, I first separate reach from actual benefit. I define the audience, situation, offer, and next step after a click or impression. I launch a campaign or content with one main hypothesis and measurement that goes beyond the visit. I increase the budget only when I understand the quality of enquiries and the connection to sales.
What to watch for
The most common error is to apply Content grouping to an unclear offer and expect the channel to solve the product. Another is to attribute the entire result to the last contact. A person may have built their decision from several visits, recommendations, and sales work.
Questions for decisions
- Who do we want to reach, and whom do we instead want to exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Do we measure customer quality, or only activity in the channel?