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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
Depending on your site's architecture, the Content Drilldown report provides a unique and very efficient reporting tool to analyze your site's content. Now we've looked earlier at the Top Content tool, and what this does is gives us that idea of the individual items, but it doesn't make it easy to group them, and this can be sometimes misleading. For example, if we look down here at the Top Content Report for the webShare site, we might think that the locations subdirectory is actually one of the more popular ones because it's here on top of the report. But if we look down further, we see that this tools directory pops up a few times. Now the problem here is that this is showing the individual tools, which all happen to live under the tools directory.
If I want to understand the overall sections of the site that are going to be the most popular, what I need to do is find a way to figure out how to group all those tools together and compare them to all the other things grouped together. If you have got it organized into subdirectories like this, it's actually very easy to see. We simply go up and click on the Content Drilldown, which is going to start at the root of my site, which is just the slash, the thing right after my domain name, and show us all the things that are the most popular based right off of the root, in other words, all the subdirectories and pages that live right off of that first slash.
Now what we can see in this case is that the locations one that was up there at the top now has gotten bumped down a couple. Actually the /tools subdirectory and the blog are more popular. Now we can go further than this. If I want to see which individual tools are more popular, I simply click into the tools subdirectory, which is going to drill down into there. What we'll see here that everything I'm going to see from now on is based on just things that are under the /tools directory. So for example, we can see which of those pieces of content underneath the tools subdirectory, in this case, which particular tool is the most popular. I can see that the ad-split-testing- tool is most popular, followed up by the sample-size-estimation-tool.
All of the stats and metrics that I would get for here are just going to be based on things inside of the tools subdirectory. All the information that we see here in the Content Drilldown is going to be the exact same content that we see inside of the Top Content report; it's just been grouped into subdirectories. Now, not every site can take advantage of this. For example, if we flip over to the Google Store example and we scroll down here and look at the Content Drilldown, we see that it's not easily divided into subcategories or subdirectories. All the content is based off the root and there isn't any clear way to drill down or compare sections of the site, because that's not how their site architecture was set up.
For sites that are organized by subdirectories, the Content Drilldown allows you to browse the content reports using the similar hierarchies you would see on your actual web site, and therefore as an analyst, you get a much clearer picture of how each content area is performing.
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