Structuring URLs for Easy Access to Analytics Data

For any eCommerce business, it is important to know the total organic sessions along with conversion details of every product. Moreover, this information is required on a weekly basis throughout the year. This information can only be accessed through analytics. Apparently, getting access to this information seems to be easy, but when you try doing it, the job becomes quite challenging. Look and feel is the two crucial factors for any successful eCommerce website. Along with that, selecting the right URL structure is also important.

The best URL structure for any website

Of course, it should have a logical structure, but in reality how it is created and how it is used vary widely. As the thumb-rule, make sure that your product must be placed at the root of the URL. For example,

  • 1. shirts

This approach will prove helpful in ways more than one. Certain products may come in more than one category. Examples are – LCD and 34″ TVs. The way of searching products will help you avoid getting duplicate content. Moreover, you will not have to redirect all products in case, the category gets changed.

If you had not set up a content grouping or custom dimension earlier, now-a-days, Google Analytics will not allow selecting all the items at a time. Actually, there is no way to identify a product URL from any other URL present at the root.

Use separate folder for all product URLs

Thus, in order to access the necessary data, you have to crawl through all the pages, which is a hectic task. Then, you have to use an HTML footprint to collect the necessary information. Else, you’ve to ask the person in the organisation, who maintains the data. The work is still far away from getting done. Now, you have to match the data to that from Google Analytics on an Excel sheet, using VLOOKUP or a database. If you plan to perform this task on regular basis, just remember that the list will keep changing frequently, almost on every occasion. On the other hand, if you place all the items in a separate “/products/” folder, you can finish the task in just one step. Just load the landing pages report from Google Analytics and filter the URLs that start with /products/.

Unique feature of any URL

Free tools like Google Search Console, Google Analytics, log files and others have access to your page URLs and they help you generate a board Analytics report of your pages. They tell you about any existing page error, presence of duplicate content on the pages and such other information. As such, in performing site analysis, you have to work with templates.

A good URL pattern should have the following features

  • 1. It should be easy to add folders, so that you can easily filter content or products later one.

  • 2. Easily readable for humans

So, before working on your URL structure, focus on the following facts:

  • 1. You may need to group together the pages in the template in some future date.

  • 2. While grouping a number of pages, just put them in a folder, so that they can be easily identified by their URLs.

  • 3. There may again be sub groupings for those pages.

Common URL patterns that you should follow

Product pages: Place all your product-related URLs in a separate (/products/) folder.

Articles: Place all your article URLs in a /guides/ or /blog/ folder.

  • 1. A first-class URL for blog articles:

  • 2. An average URL for blog articles:

In any case, try to avoid any other format of URLs for your published blog articles.

Location-based grouping

Here’s an example of an ideal URL based on location for flats for sale in Kolkata: /flats-for-sale/house/04/location

This approach will help you not only with easy access but also measuring the performance of every layer separately.


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