Set up content groups in GA4

[jennpb]

What

GA4 provides a content grouping features which allows us to group content by type https://support.google.com/analytics/answer/11523339

We can use this to define key groupings:

• Stories (articles, series, serials)
• Collections (works, items, images)
• Venue (opening times, all content in visit us, accessibility, venue hire)
• Exhibitions and events (exhibitions, events, seasons) [NB consider a reframing as 'live programme' to also include youth prog]

Why

Makes Reports easier to use

• giving us a quick breakdown in a card in Reports
• enabling breakdown of page_view events into meaningful categories

Done when

• [x] Content groups agreed between Tacey, Jenn, Danny
• [ ] Content groups set up in GA4
• [ ] Content groups pulling in data into Reports Snapshot

[taceybadgerbrook]

@jennpb I've set up segments for Collections, Stories and Events in my Users Explore report but depending on the benefits of Content groups over Segments, I could also set up a Venue segment.

[jennpb]

As far as I can tell, Content Groups puts the focus on the content and allow analysis by that group. Whereas segments are user-focussed, creating conditions that users meet.

Content grouping gives you more insight into how each page or section of your site performs, especially when compared with other sections. It’s a way to group and segregate your website content to properly analyze them and drill down on the most essential metrics. From https://www.databloo.com/blog/content-grouping-google-analytics/

I think the value in having content groups is that we can baseline and compare content performance holistically, rather than looking specifically at user behaviour.

[taceybadgerbrook]

@jennpb I've now investigated Content groups and have found that after creating this in Google Tag Manager, these can be used in Reports/Pages and screens for quarterly data. The problem with using these for quarterly reporting is that they only start collecting data by these groups from the day that I create the tag in GTM.

[taceybadgerbrook]

@jennpb Segments are retrospective and can also be used to gather page views grouped by content area but they can only be used in Explore reports. The problem I have discovered is that Explore reports aren't able to provide unsampled quarterly data.

[taceybadgerbrook]

@jennpb the key will be to agree definitions for our Content group before the end of March so that GA4 can start collecting data. Here is a link to the Gitbook page where I have set out definitions: https://app.gitbook.com/o/-LumfFcEMKx4gYXKAZTQ/s/MM8zK9GZyFCpy8kvd5Km/analytics-and-reporting/ga4-content-group

[taceybadgerbrook]

@jennpb could you add yes/no to the Include column before I set up this in the Content group?

Venue pages

page name	url	Include? yes/no
Keeping you safe	https://wellcomecollection.org/covid-welcome-back
Getting here	https://wellcomecollection.org/pages/X0TZOhAAACkAPkxz
Accessibility	https://wellcomecollection.org/access
Storing your belongings	https://wellcomecollection.org/pages/Wuw19yIAAK1Z3Sm0
Group visits	https://wellcomecollection.org/pages/Wuw19yIAAK1Z3Smk
Photography	https://wellcomecollection.org/pages/YsU68BEAACAAXlai
Links in Things to do and see section	no
Shop	https://wellcomecollection.org/pages/WwgaIh8AAB8AGhC_
Café	https://wellcomecollection.org/pages/Wvl1wiAAADMJ3zNe
Venue hire	https://wellcomecollection.org/venue-hire
. Venue hire terms and conditions	https://wellcomecollection.org/pages/YdXSvhAAAIAW7YXQ
. Hire the Private Dining Room	https://wellcomecollection.org/pages/W-BjrhEAAK61a8QD
. Food and drink for Wellcome Collection venue hire	https://wellcomecollection.org/pages/Wuw2MSIAACtd3St2
. Hire the Franks and Steel rooms	https://wellcomecollection.org/pages/Wuw2MSIAACtd3StY
. Hire the Burroughs room	https://wellcomecollection.org/pages/Wuw2MSIAACtd3Sr-
. Hire the Dale room	https://wellcomecollection.org/pages/Wuw2MSIAACtd3Ssc
. Hire the Atrium	https://wellcomecollection.org/pages/W-AxSBEAAAWpau2T
. Hire the Henry Wellcome Auditorium	https://wellcomecollection.org/pages/Wuw2MSIAACtd3Ssq
. Hire the Reading Room	https://wellcomecollection.org/pages/W-A_IBEAAAmpayGq
. Hire the Williams Lounge	https://wellcomecollection.org/pages/Wuw2MSIAACtd3Sta

[taceybadgerbrook]

Definitions are being agreed in this Google sheet: https://docs.google.com/spreadsheets/d/14sfGdd9qn2ViPNq1M5LKVRKkvzGeI5KSIu5LMb7ltOw/edit#gid=0

[jennpb]

@taceybadgerbrook I confirmed the categories with Danny and have made some additions to the spreadsheet, noted in column B as 'JPB' in bold.

Ready for you to work your magic!

[taceybadgerbrook]

@jennpb @dannybirchall Great stuff. Thank you for sifting through this. I will prioritise this work so that it is in place by cop Wednesday.

[taceybadgerbrook]

All content groups have been updated and should begin tagging data from today. Definitions are here: https://app.gitbook.com/o/-LumfFcEMKx4gYXKAZTQ/s/MM8zK9GZyFCpy8kvd5Km/analytics-and-reporting/gtm-content-group