Google Analytics (GA) is a free web analytics tool designed to help companies evaluate their website traffic and investigate the effectiveness of their digital marketing actions.
A company's website, or in our case, career page, is the core of their online or digital presence and has the potential to offer a comprehensive view of the performance of all running campaigns destined to promote the company's brand or open positions.
GA works by placing several tracking lines of code into the website's structure that are destined to record the various activities of all visiting users.
Once users exit, the information, along with several attributes (such as age, gender and interests), will be sent to the GA server and aggregated under the following four categories/ levels:
User level (actions undertaken by each user);
Session level (each individual visit per user);
There are two types of data that you could collect via GA, structured around the time of visit:
User Acquisition Data ( relevant to users' behavior before visiting the website in question);
User Behavior Data (relevant to users' behavior while visiting the website).
User Acquisition Data
👉🏻 Information intrinsic to users related to frequented channels (and the platforms where they are coming from - ie. Google search or any other traffic source) and demographics (age, gender, interests);
👉🏻 Helps in understanding and refining your recruitment marketing strategy and activities by choosing the user groups that subscribe to the desired characteristics.
User Behavior Data
👉🏻 Information collected during the visits to your career page or website, such as duration of visit, info related to landing pages (linked to or within the career page);
👉🏻 This kind of data could be tailored by changing specific elements to your pages, that would attract the kind of audience you would like to target;
👉🏻 By placing tracking codes on your career page and Applicant Tracking System (ATS) hosted pages (ie. when your job descriptions and/or application process is hosted through your ATS), you could establish where users get stuck and abandon the application process;
Note: Data related to ATS is not currently available in the Reports Module, for more information on this point please contact your Customer Success Manager.
👉🏻 The collected data could serve as a guideline for improving your users' experience, to increase the chances of conversion into actual job applicants, or whatever actions you would like to promote.