We often get the question from our customers if we want to place Analytics on their website. This is of course super useful, because this way you get more insight into your website visit. But, with so much data, it is sometimes difficult not to be overwhelmed. In this blog I’m providing 4 tips for 'correct' basic use of Analytics. Of course I can't go into everything, but I will lovingly help with any questions you have (and if I don't know the answers myself, I'll figure them out for you even more lovingly). Fill in the contact form or join the WIF.
1. Make sure your Google Analytics is GDPR proof
Do you have an OTYS website? Then you can have a cookie bar placed, so that the Analytics code is only loaded when the visitor clicks on 'accept'. However, you do want to know when people are on your website, even if they ignore or don't accept the cookie bar.
If you are using Google Tag Manager you can prepare two Analytics codes. An anonymous Analytics code where the data is anonymized and the full Analytics code where you get all the data. Only with the complete code will the data be stored and you may, for example, do remarketing campaigns. Mail to email@example.com if you want this, but it still sounds like abracadabra. Then I will help you further!
2. Always start by setting filters and goals correctly
It's nice to see who has visited your website, but you often also want the user to perform a certain action. This can be different for every recruiter. Some recruitment websites want a contact form to be filled in or that an application is made or that a vacancy is registered. It is useful if you: 1) only see valid traffic and 2) that you know when a user has performed an action.
So always start by creating relevant filters and setting goals. With filters we always exclude our office IP addresses. ‘Then what is my IP?’, I can hear you thinking out loud. You know that by going to watismijnip.nl or by asking your system administrator. Now in the Corona age it is smart to exclude all home work IP addresses as well. Especially when certain colleagues are often on the website. In addition, you can also use filters to exclude spam traffic. I can explain it to you, but it’s easier for you to read this blog from IQ leads.
I myself also use the filter option to, for example, exclude the test domain or exclude/include a subdomain in a certain view. Follow these steps to create filters:
1) Click on the cogwheel, also called 'administrator'.
2) In the third column 'display' you will find 'Filters'. Open those.
3) Select '+Add Filter'.
4) Follow the correct steps.
Once you have set the filters, you can create goals. Again, do you have an OTYS website? Our website URLs always have the same regular expression for certain actions. To create it, go to your administrator settings again, but now choose 'Targets' instead of 'Filters'. Create a '+New Goal'. Here you choose 'Custom'. The target type on OTYS websites is always 'Destination' and the destination type is a 'Regular Expression'. Below I have listed the most important ones for you:
- Application new candidate | Regular Expression = applyforjobfullfinish
- Application existing candidate | Regular Expression = applyforjoblitefinish
- Contact form completed | Regular Expression = qsFinish
- Unsolicited application | Regular Expression = enrollfinish
3. Make use of annotations in Anaytics
This tip doesn't seem quite in line with the previous two, because what the hell does this have to do with starting up Google Analytics? Well, nothing & everything at the same time. Sometimes it is useful if you have notes in your Analytics. Suppose you didn't realize that the Analytics code was 'behind the cookie bar', so you registered less traffic than you thought. Then it is useful to know when you’ve had it fixed. Suppose you have a campaign running via LinkedIn. Then it is useful to see at a glance where the spike in traffic comes from.
But, more importantly. You have implemented optimization stuff on the website. For example, you have shortened the application form, you have filled in all META data, you have rewritten texts. Then, for comparison purposes, it is wise to record this. Then you always know what the reference date is. Then you always know which periods should / can compare with each other. Believe me. You're going to thank me.
4. Link the data to Google Search Console
Ultimately, you have the beautiful recruitment website, that one sparkling job board or a corporate website with allure. You want it to be found and preferably for free. Of course, with so many different websites, there is nothing wrong with paying for search traffic. In fact, nowadays it is almost impossible to imagine life without it. However, you also want people to be able to find you through the organic search results. This costs you no money and keeps the costs per candidate nice and low.
Are you already familiar with Google Search Console? If so, great! If not, then read this blog from Sageon. They explain in detail how to set this up for yourself and what you can do with it. Once you have done this, you can link the data together in your Google Analytics. You can find this option very easily in the left panel under the heading 'Acquisition' > 'Search Console'.
Why share these? So you don't have to leave your Analytics anymore. You can then place data from your Google Search Console next to the data from Google Analytics. This means that you can work more specifically on the position of a certain web page, which causes the most conversions. Or, optimizing the web page itself, which appears most often in the search results but which has a bounce rate that you can tell. Bounce percentage means that the visitor has entered this page and has also left the website on this page.