This document provides an agenda for an analytics knowledge session focusing on talent acquisition measurement and Google Analytics. The session will include an introduction, discussion of goals, an overview of measuring on-site and off-site talent acquisition data using Google Analytics features like custom dimensions, metrics, reports and segments. It will also assess the client's needs and questions to determine how well Google Analytics can address them. The goal is to help the client gain insights from their data to better understand applicant and hiring behavior.

1. Analytics knowledge session 2.0
LET'S FIND THE
WHY BEHIND THE HIRE

2. 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

3. CHAPTER
0 Introduction

4. ➡ Me
◆ Analytics specialist: Richard Jonkhof
◆ 6 years online marketing in recruitment
◆ Almost 3 years @ Endouble
➡ You?
Introduction

5. CHAPTER
1 Analytics discussion

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

8. CHAPTER
2 Talent acquisition measurement

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

12. Custom channel grouping
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

15. On-site data I Google Analytics

16. On-site data I Google Analytics

17. On-site data I Google Analytics

18. Custom metrics & custom dimensions
Define your own extra
set of dimensions
Measure your own
extra metrics

19. Metrics & Dimensions
Custom
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

24. ➡ Hit
➡ Session
➡ User
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

28. Calculated metrics
On-site data I Google Analytics

29. Measure off-site data
What happens off-site
doesn’t stay off-site!
Track data across
external platforms

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

42. Data analysis I Google Analytics

43. Data analysis I Google Analytics

44. CHAPTER
3 Assessment

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

47. Questions?
Richard Jonkhof
richard@endouble.com
+31 (0)20-240 0 248