endouble kennissessie analytics 2.0

Analytics knowledge session 2.0

LET'S FIND THE WHY BEHIND THE HIRE

0. Introduction

1. Short discussion & goals

2. Google Analytics reporting & extending data

➡ Applicant journey

➡ Custom channel grouping

➡ Custom dimension, custom metrics & calculated metrics

➡ Measurement protocol

➡ Custom reports & Segments

3. Analytics assessment & discussion

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 discussion

What data are you currently missing?

Are we able to get this data?&

Are we able to tie the data together?

What insights would you like to get from your

data?How does a specific target group behave on my website? And how does it compare

to other groups?In what step of the application process did a candidate drop

of for a specific vacancy?

Which source led to a hire? And what

was this candidate's behavior before he

applied?

ATS data in combination with website data

Hires etc.

Visits divided into target

groups

How does an individual job

seeker behave across multiple

devices?

Data about the same user using multiple

devices

Applicant funnel data per vacancy

➡ Give more insights in the possibilities of Google Analytics

◆ Get familiar with these possibilities

◆ Try to answer the questions from the discussions/provide you with a solution for

your question

➡ Send you home with a satisfied feeling that a lot of questions can be answered

Goals of this session

CHAPTER

2 Talent acquisition measurement

Measuring the talent acquisition process

➡ On site data: Google Analytics

➡ Off site data:

◆ Connect your systems to Google Analytics

◆ Import (advertising) data into Google analytics

➡ On site behavior: Optimisation session

◆ How to improve it

➡ Off site behavior: The next big thing

◆ We would like to think/discuss with you

Talent acquisition measurement

On-site data I Google Analytics

Visitor

Search for job

Job detail view

Start application

Thank you

The sources

The funnel

Measure on site data | Basics

➡ Traffic sources

➡ Applications

➡ Funnels & drop-offs

➡ Behavior


Custom channel grouping


Measure applications per vacancy | E-commerce

➡ Classic e-commerce

◆ 3 vacancy dimensions:

● Title

● Category

● SKU

◆ Overall conversion rate


Measure application funnel per vacancy | Enhanced e-commerce

➡ Which vacancy are shown on vacancy overview (incl. position)

➡ Amount of saved/favourited actions per vacancy

➡ Amount of vacancy detail visits per vacancy

➡ Amount of applications (and start applications)


Custom metrics & custom dimensions

Define your own extra set of dimensions

Measure your own extra metrics

Metrics & Dimensions

Custom


Custom definitions

➡ Metric is a number which is used to measure one of the

characteristics of a dimension

➡ Through custom metrics & dimensions you can add data which

Google analytics does not automatically collect

➡ Define custom metrics/dimensions on property level

➡ Max 20 custom metrics & dimensions per property

(200 for premium/360)


Custom metrics

➡ Name is the metric name that appears in your reports

➡ Scope

◆ Hit is a metric based on a action/change

◆ Product is a metric connected to a specific product

➡ Formatting type:

◆ Integer is a whole number

◆ Currency is a decimal number

◆ Time is number of seconds (but it appears as HH:MM:SS)


Measure site interactions | Events vs Custom metrics

➡ Video views, button clicks, tools/features used

➡ Easy to combine with dimensions in custom reports


Custom dimensions

➡ Name is the dimension name that appears in your reports

➡ Scope

◆ Hit

◆ Session

◆ User

◆ Product


➡ Hit

➡ Session

➡ User


Measure site behavior per audience | Custom dimensions

➡ Divide visitors into audiences - based on their behavior


Extending enhanced e-commerce | Product Custom dimensions

➡ Add custom dimension to products

◆ Vacancy text length

◆ Publication date

◆ Recruiter name

◆ Hiring manager name


Calculate your own metrics | Calculated metrics

➡ Use standard and/or custom metrics to calculate new metrics

◆ plus

◆ minus

◆ divide

◆ multiply

➡ Max 5 per view


Calculated metrics


Measure off-site data

What happens off-site doesn’t stay off-site!

Track data across external platforms

Non Google advertising cost | Import

➡ Import advertising data & cost from external parties using csv

➡ Below custom definitions > property level

➡ Dimension names need to be exact the same as data in GA

Off-site data I Google Analytics

External assessment/match tools | Cross domain or Measurement protocol

➡ Add cross domain tracking script on external tool

➡ Use the measurement protocol to send back external tool interactions


ATS & Google Analytics | Measurement protocol

➡ Insights in workflow status tied to user website data like

◆ Source / medium

◆ Device

◆ Number of visits

◆ Pages visited

Off-site data I Systems & Google Analytics

ATS data & enhanced e-commerce | Custom metrics

➡ Extend the enhanced e-commerce funnel with product custom metrics

➡ Use calculated metrics for insights in hire rate


Analysing | Reporting | Segments

Hell yeah now we got the data!

But what do we do with it?

Custom reports

➡ Build your own reports

➡ Combine (custom) dimensions & metrics in new reports

Data analysis I Google Analytics

Custom reports | Clickthrough reports


Custom reports | Multi dimension reports


Segments

➡ Analyse a specific group of users/sessions

◆ Compare different segments


Segments

➡ Define by:

◆ Demographics

◆ Technology

◆ Behavior

◆ Date

◆ Source

◆ Ecommerce

◆ Condition

◆ Sequences


CHAPTER

3 Assessment

1. Think of 3 custom dimensions that would be a great addition to your data

2. Think of 3 custom metrics that would be a great addition to your data

3. Think of 2 calculated metrics that would be a great addition to your data

4. How would you use these set of features to improve your data & analysis?

5. Create one custom report showing the (for you) most important metrics per source with

a click through to landing page

6. Create a segment only showing mobile applicants

Assessment I Google Analytics

➡ Are we able to answer your previously stated questions with these features?

➡ What are we still missing?

◆ Can we answer them as well?

Final discussion I Google Analytics

Questions?

Richard Jonkhof

[email protected]

+31 (0)20-240 0 248

mailto:[email protected]

endouble kennissessie analytics 2.0

Data & Analytics