Recruitment Analytics workshop - Endouble Antwerp 6-3-2017

Analytics knowledge session 6-3-2017 Antwerp

LET'S FIND THE WHY BEHIND THE HIRE

0. Introduction1. Google analytics: The basics

1.1 Metrics vs Dimensions1.2 Analytics interface1.3 Possibilities (filters, events, utm tagging)1.4 Good to know

2. Basics assessment (Questions about the analytics basics)3. Data reports and how to use them

3.1 Where to start?3.2 How to find what you’re looking for

4. questions

Agenda

CHAPTER

0 Introduction

➡ Me

◆ Analytics specialist: Richard Jonkhof

◆ 6 years online marketing in recruitment

◆ Almost 3 years @ Endouble

➡ You?

Introduction

CHAPTER

1 Analytics basics

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for site optimization and marketing purposes. Google Analytics tracks

visitors through your site and tracks the performance of your marketing campaigns.

Google Analytics

Dashboards and reports in analytics are divided into dimensions & metrics

➡ Dimensions describe characteristics of your users, their sessions and actions.

◆ The dimension City describes a characteristic of sessions and indicates the city, for example, "Amsterdam" or "New York", from which each session originated.

➡ Metrics are quantitative measurements.

◆ The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Dimension & metrics

➡ The tables in most Analytics reports organize dimension values into rows, and metrics into columns.

➡ In most Analytics reports, you can change the dimension and/or add a secondary dimension.

Dimension & metrics

DIMENSION METRIC METRIC

City Sessions Pages/Session

Amsterdam 6.000 3,74

New York 4.000 4,55

DIMENSION DIMENSION METRIC METRIC

City Browser Sessions Pages/Session

Amsterdam Chrome 3.500 3,60

Amsterdam Firefox 2.500 4,15

Google Analytics interface

Visits on the website at this time

Real time

Information about the visitors on the website

➡ New or returning?

➡ Mobile or desktop?

➡ Chrome or Firefox?

➡ Amsterdam or New York?

Audience

Information about how visitors reached your website

➡ What source delivers the most visits?➡ What medium has the highest bounce rate?➡ What campaign has the highest conversion rate?

Acquisition

Information about the pages visited and site interactions

➡ What pages were most viewed?➡ What page was a visitors landing page?➡ What page did most people leave the website?

Behavior

Information conversions on the website

➡ What is the conversion rate per goal?➡ What step in the funnel had the most exits?➡ What vacancy is most successful?

Conversions

Conversion funnel

User flow per dimension

Here you’re able to create and find

➡ Dashboards➡ Custom reports

◆ Combine metrics and dimensions in your own reports➡ Shortcuts

➡ More to come

Customisation

In order to get cleaner data and more insights you can:

➡ Use UTM tags to define source, medium and campaign➡ Set filters to exclude data or rewrite dimensions➡ Set goals and/or eCommerce➡ Create dashboards and custom reports➡ Add/create custom dimensions➡ Create segments

Good to know

A session expires 30 mins after last interaction or when the source changes (except direct)

Good to know

➡ Adding analytics to your website only measures pageviews◆ Additional set up has to be configured (goals, filters etc.) ◆ Every change to a website you want to measure has to set up

➡ Goals can only be reached once per session◆ eCommerce purchases can happen multiple times per session

➡ Filters will not change historic data◆ Filters can be use to exclude traffic etc.

➡ Custom reports & private dashboards are per Analytics user (login)

Good to know

GOOGLE ANALYTICS 21

CHAPTER

2 Basics assessment

GOOGLE ANALYTICS

Question 1

Which of the following are metrics?❏ Site Search Term❏ Source❏ Avg. Time on Page❏ Conversion Rate

GOOGLE ANALYTICS

Which of the following are metrics?❏ Site Search Term❏ Source √ Avg. Time on Page √ Conversion Rate

Question 1

GOOGLE ANALYTICS

Which of the following are dimensions?❏ Medium❏ Event Category❏ Bounce Rate❏ City

Question 2

GOOGLE ANALYTICS

Which of the following are dimensions? √ Medium √ Event Category❏ Bounce Rate √ City

Question 2

GOOGLE ANALYTICS

By default, when does a user's session (or "visit") end according to Google Analytics?❏ After 30 minutes, regardless of how active the user is on your website❏ The session ends once the user opens another window in the browser❏ The sessions ends once the user is inactive for 30 minutes or more❏ Immediately when the user closes the browser

Question 3

GOOGLE ANALYTICS

By default, when does a user's session (or "visit") end according to Google Analytics?❏ After 30 minutes, regardless of how active the user is on your website❏ The session ends once the user opens another window in the browser √ The sessions ends once the user is inactive for 30 minutes or more❏ Immediately when the user closes the browser

Question 3

GOOGLE ANALYTICS

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?❏ google / organic❏ linkedin / jobpost❏ direct / (none)❏ bing.com / organic

Question 4

GOOGLE ANALYTICS

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?❏ google / organic √ linkedin / jobpost❏ direct / (none)❏ bing.com / organic

Question 4

GOOGLE ANALYTICS

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking “social share’ buttons?❏ Nothing. These interactions are automatically tracked by Google Analytics.❏ Implement Event Tracking by code or in GTM for each interaction you want to

track.❏ Adjust your account settings to indicate which interactions should be tracked.❏ Use campaign link tagging to identify users who complete particular interactions

on your site.

Question 5

GOOGLE ANALYTICS

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking “social share’ buttons?❏ Nothing. These interactions are automatically tracked by Google Analytics. √ Implement Event Tracking by code or in GTM for each interaction you want to track.❏ Adjust your account settings to indicate which interactions should be tracked.❏ Use campaign link tagging to identify users who complete particular interactions

on your site.

Question 5

GOOGLE ANALYTICS

A user visits your website and subscribes to a job-alert, which you are tracking as a Goal. The user's brother then immediately subscribes to the same job-alert using the same computer and browser. How many conversions will be recorded in Google Analytics?❏ 0❏ 1❏ 2

Question 6

GOOGLE ANALYTICS

A user visits your website and subscribes to a job-alert, which you are tracking as a Goal. The user's brother then immediately subscribes to the same job-alert using the same computer and browser. How many conversions will be recorded in Google Analytics?❏ 0 √ 1❏ 2

Question 6

GOOGLE ANALYTICS

Where can you find the amount of sessions coming from mobile devices?❏ Audience❏ Acquisitions❏ Behavior❏ Conversions

Question 7

GOOGLE ANALYTICS

Where can you find the amount of sessions coming from mobile devices? √ Audience❏ Acquisitions❏ Behavior❏ Conversions

Question 7

GOOGLE ANALYTICS

What needs to be done to measure the amount of applications per vacancy per source?❏ Set a goal on the thank you page❏ Set up eCommerce for your website❏ Use campaign link tagging (utms)❏ Create a custom report

Question 8

GOOGLE ANALYTICS

What needs to be done to measure the amount of applications per vacancy per source?❏ Set a goal on the thank you page √ Set up eCommerce for your website❏ Use campaign link tagging (utms) √ Create a custom report

Question 8

GOOGLE ANALYTICS

Which of the following are reasons to implement Ecommerce tracking in addition to Goals?❏ To see campaign or source lead to an application on a specific vacancy❏ To monitorize job-alert subscriptions❏ To track applications per department❏ To measure the total amount of applications per user

Question 9

GOOGLE ANALYTICS

Which of the following are reasons to implement Ecommerce tracking in addition to Goals? √ To see campaign or source lead to an application on a specific vacancy❏ To monitorize job-alert subscriptions √ To track applications per department √ To measure the total amount of applications per user

Question 9

GOOGLE ANALYTICS

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad and then from a paid search ad. On the final visit the user applies on a vacancy. Which of the following statements are true about how the user's activity will be reported?❏ The social media ad will get all the credit for the conversion because it was the

first source that brought the user to your site.❏ The social media ad and the banner ad will be given credit in the Multi-Channel

Funnels reports as "assisting interactions."❏ In the Source/Medium report all three traffic sources will get credit for the

conversion.❏ In the Source/Medium report only the paid search ad will get credit for the

conversion.

41

Question 10

GOOGLE ANALYTICS

Within a 30-day period a user visits your website first from a social media ad, then from a banner ad and then from a paid search ad. On the final visit the user applies on a vacancy. Which of the following statements are true about how the user's activity will be reported?❏ The social media ad will get all the credit for the conversion because it was the

first source that brought the user to your site. √ The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."❏ In the Source/Medium report all three traffic sources will get credit for the

conversion. √ In the Source/Medium report only the paid search ad will get credit for the conversion.

42

Question 10

GOOGLE ANALYTICS 43

CHAPTER

3 Data & reports

Lets go to analytics >>

Data reports & how to use them

CHAPTER

4 Final assessment

➡ Creating a dashboard

Dashboard

➡ Creating a dashboard

Dashboard

Dashboard

Create a private dashboard showing at least the following information:

➡ Total sessions➡ Total applications➡ Top 10 source / medium based on sessions and its conversion rates (eCommerce)➡ Total applications by Google / Organic➡ Top 10 vacancies based on applications➡ Top 10 Google / Organic landing pages for Mobile incl bounce rate

Final assessment

Questions?

Richard [email protected]

+31 (0)20-240 0 248