6. 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
7. ➡ 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
9. 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
10. On-site data I Google Analytics
Visitor
Search for job
Job detail view
Start application
Thank you
The sources
The funnel
11. Measure on site data | Basics
➡ Traffic sources
➡ Applications
➡ Funnels & drop-offs
➡ Behavior
On-site data I Google Analytics
13. Measure applications per vacancy | E-commerce
➡ Classic e-commerce
◆ 3 vacancy dimensions:
● Title
● Category
● SKU
◆ Overall conversion rate
On-site data I Google Analytics
14. 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)
On-site data I Google Analytics
20. 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)
On-site data I Google Analytics
21. 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)
On-site data I Google Analytics
22. Measure site interactions | Events vs Custom metrics
➡ Video views, button clicks, tools/features used
➡ Easy to combine with dimensions in custom reports
On-site data I Google Analytics
23. Custom dimensions
➡ Name is the dimension name that appears in your reports
➡ Scope
◆ Hit
◆ Session
◆ User
◆ Product
On-site data I Google Analytics
25. Measure site behavior per audience | Custom dimensions
➡ Divide visitors into audiences - based on their behavior
On-site data I Google Analytics
26. Extending enhanced e-commerce | Product Custom dimensions
➡ Add custom dimension to products
◆ Vacancy text length
◆ Publication date
◆ Recruiter name
◆ Hiring manager name
On-site data I Google Analytics
27. Calculate your own metrics | Calculated metrics
➡ Use standard and/or custom metrics to calculate new metrics
◆ plus
◆ minus
◆ divide
◆ multiply
➡ Max 5 per view
On-site data I Google Analytics
30. 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
31. 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
Off-site data I Google Analytics
32. 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
33. 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
Off-site data I Google Analytics
34. Analysing | Reporting | Segments
Hell yeah now we got
the data!
But what do
we do with it?
35. Custom reports
➡ Build your own reports
➡ Combine (custom) dimensions & metrics in new reports
Data analysis I Google Analytics
36. Custom reports | Clickthrough reports
Data analysis I Google Analytics
37. Custom reports | Clickthrough reports
Data analysis I Google Analytics
38. Custom reports | Multi dimension reports
Data analysis I Google Analytics
39. Custom reports | Multi dimension reports
Data analysis I Google Analytics
40. Segments
➡ Analyse a specific group of users/sessions
◆ Compare different segments
Data analysis I Google Analytics
41. Segments
➡ Define by:
◆ Demographics
◆ Technology
◆ Behavior
◆ Date
◆ Source
◆ Ecommerce
◆ Condition
◆ Sequences
Data analysis I Google Analytics
45. 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
46. ➡ 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