In a recent Analytics blog post, Google has announced the introduction of Content Groupings to Behavior Flow. Google launched Content Groupings in December last year to help users understand the behavior of content categories. By adding Content Groupings in the Behavior Flow you can now see how traffic flows through these categories.

Google Analytics Adds Content Groupings to Behavior Flows- See How Visitors Flow Through Your Content Groups

Content Groupings allow you to organize your pages and content in different groups and categories. The Behavior Flow view displays the flow of traffic through your site in the form of a graphical representation. By doing so you can see their journey through your site and the point where they dropped off. The Behavior Flow report will determine how connected users are with your content and point out potential content issues, if there are any. It can answer questions for you like:

  • Did users go right from product pages to checkout without any additional shopping?
  • Is there an event that is always triggered first? Does it lead users to more events or more pages?
  • Are there paths through your site which are more popular than others, and if so, are those the paths you want users to follow?

Webmasters can create up to five Content Groups overall and an unlimited number of Content Groups within each of these. According to Google content can be assigned in three ways:

  • Group by Tracking Code: Add a single line of code that identifies the content index number and the Content Group to which that content belongs.
  • Group Using Extraction: Use a regular expression to identify a full or partial URL, page title, or screen name.
  • Group Using Rule Definitions: Use the rules editor to create simple rules to identify content.

You can use one or all of these methods. In case more than one method is employed, content to a group is added based on the first choice. First the tracking code is evaluated, followed by whether you have defined any regular expressions, and then whether you have configured any rules.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.