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Page naming strategies

The pageName variable should be populated with an easy-to-read, intuitive, page identifier.
You can determine the best way of populating the pageName variable by looking at the structure of your website. The methods listed below outline various ways of populating the pageName variable.
While the pageName variable is central to identifying user behavior, Adobe recommends using multiple variables to indicate page information. The best page naming strategies use a different variable for each level of hierarchy within your site, as shown below:
  • The channel variable can be used to indicate the site section.
  • The pageName variable can be used to show content type.
  • A custom insight variable (prop1) can be used for detailed content.
Levels of detail vary, depending on property, as shown below:
Level of Detail
General Section
Sub Section
Sports : Local Sports
General Content Description
Loans : Home Mortgage : Rate Comparison
Detailed Content Description
Electronics : Notebook PC : Detailed Specs : IBM Thinkpad T20
The more layered your site, the more variables should be used to identify page content. Companies also find value in allowing for overlap between variables. For example, a more detailed variable may contain information not only about the product being viewed, but also about the site section and sub-section. This is particularly helpful when a product or article appears in more than one section of the site.
The following page naming strategies describe how to populate the pageName variable. While it is tempting to choose the page naming strategy that is easiest to implement, the page naming strategy largely determines the usability of all Path and Page reports. Use good judgment when deciding how pages are named.

Unique Name for Each Page

The most valuable method of naming pages is to give each page a unique identifier that is easily understood by all Analytics users in your organization. Examples of page names include Home Page, Electronics Department Home, and Sports : Local Sports : High School.
Most Analytics users find that hierarchical page names are useful in both identifying where the page is found on the site and its purpose. The following table shows some sample page names for various industries:
Home Page
Home Page
Home Page
Home Loans
Electronics : Notebook PCs
Technology : New Gadgets
Home Loans : Rate Compare
Electronics : Notebook PCs : Product Page
Technology : New Gadgets : Article Page
Home Loans : Rate Compare : 10 Year Fixed

File Path (Not the Full URL)

For some sites, the file path is clear and easily read. Any business user can read a URL and determine the page to which the file path refers. If this is the case for your site, you can use a server-side variable to populate the path to the file into the pageName variable, as shown below:
s.pageName="<%= file_path %>"

Adobe does not recommend leaving the pageName blank, (which results in using the full URL of the page) even though you may be tempted to do so. The following side-effects are caused by leaving the pageName variable blank and using the pageURL as the page identifier.
  • The domain and path of a page may not always be displayed identically. For example, the following four URLs return a single page:
    If the pageName is left blank, each of these page names would occupy a separate entry in reports.
  • Some pages (such as forms) post to themselves, thereby erasing any distinction between the original form and the resulting output.
  • When your page is translated into another language by search engines or other online tools, the URL of the page is the URL of the search engine (not the URL of your site).

HTML (document.title)

If you have invested time into making your HTML titles readable and intuitive, you might consider using the same title as the value in the pageName variable. Adobe recommends using a server-side variable to populate the pageName rather than using JavaScript's document.title. Some browsers interpret the HTML title differently than others, which may cause Analytics to receive different page names from different browsers.
The best practice for using the HTML title is to copy the existing titles for each page into a separate variable or content management element. When you decide to make changes to the HTML title for search engine optimization or other purposes, the Analytics page names are not affected. If a page name changes in Analytics, it becomes a new page and is not connected with the old page name, regardless of the associated URL.