Google Analytics (GA) offers both free and premium web analytics tools designed to help companies assess their website traffic, understand user behavior, and measure the effectiveness of their digital marketing initiatives. The newest version, Google Analytics 4 (GA4), introduces advanced features and a more user-centric model, emphasizing cross-platform tracking and predictive metrics to accommodate the evolving digital landscape.
A company's website, or in our case, career page, is the core of its 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.
Google Analytics (GA) embeds a tracking code into the website. GA4 uses an event-based model, capturing a wide array of interactions and activities from site visitors. As users engage with the site, events like page views or actions like button clicks are sent to GA4 in real-time. GA4 tracks user interactions and can integrate with other Google products, such as Google Ads, to provide a more comprehensive view of the user. However, specific details like age, gender, and interests are contingent on user consent and privacy regulations.
In GA4, data is organized more flexibly, but two primary areas of focus are:
User Data: This contains information about individual users, their sources, and initial touchpoints with the website. GA4 offers a more holistic view of the user, tracking them across devices and sessions.
Event Data: In GA4, almost everything is considered an event. This can range from page views to specific interactions like video plays or form submissions. This data provides insights into the actions and behaviors of users during their visits.
There are two primary categories of data that you can gather via GA4, pivoting around the user's interaction timeline:
User Acquisition Data: Relates to insights before a user visits the website.
User Behavior Data: Relates to the user's interactions on the website.
User Acquisition Data
👉🏻 Delivers insights about users, their source channels, and the platforms directing them to the site (e.g., Google search, social media channels).
👉🏻 Offers demographic details (subject to user consent and privacy regulations) like age, gender, and interests.
👉🏻 Vital for refining your recruitment marketing approach, targeting user segments that align with your recruitment objectives.
User Behavior Data
👉🏻 Gathers data during visits to your career page or main website, such as the duration of the stay, interactions with specific landing pages, or sections within the career domain.
👉🏻 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.
👉🏻 Integrating tracking with platforms like your Applicant Tracking System (ATS) can illuminate areas where potential candidates might disengage or abandon an application.
Note: Data related to ATS is now currently available in the Reports Module. For more information on this point, don't hesitate to contact your Customer Success Manager.
👉🏻 Use this data as a foundation to enhance user experience and improve conversion rates, transforming site visitors into actual job applicants or prompting other desired actions.