So you’ve decided to make the plunge into Google Analytics to evaluate your career site traffic, or maybe you’re still undecided. There are many capabilities within this free tool, which is used by over 61% of businesses online. Below is a sampling of the functions we utilize most for our clients here at KRT, as well as some insight into how to analyze this data for your own site.

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1. Top Online Traffic Drivers

The first and foremost purpose of any web traffic analytics tool is to tell you where your site visitors are coming from. But once you have that list, what exactly do you do with it? You will likely notice sources of paid campaigns near the top of your list. However, it is also very important to pay attention to your organic (i.e. free) traffic. Most of our clients see organic search engine traffic and direct site traffic within the top five traffic drivers to their career sites. If this doesn’t sound like you, then it’s time to consider a search engine optimization strategy. You will see great returns from paid media, but your most highly converting and quality online traffic will come from direct and organic sources – basically, folks who are searching specifically for your jobs or types of jobs.

2. Cross-domain Tracking

Cross-domain tracking allows you to track your main career site (e.g., and through to the separate domain where your jobs are hosted (ex: Standard ATS tracking only evaluates traffic to the latter, When these two domains don’t speak to one another in terms of last-click conversion sources, you will see distorted results, such as a lot of traffic attributed to your career site and/or referral sites. For example, if your business is a nationwide restaurant, you will see referral traffic from your consumer sites. What you really want to see, of course, is where those visitors came from prior to landing on your career page or consumer pages.

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3. Track Conversions – Goal Completions

Using Google Tag Manager, you can set goals to track the main points of intent to convert in your application process. For most clients, we set an initial goal for a “Click to Apply” and then a “Completed Application.” This allows you to evaluate which online sources are driving the highest conversion rates from first click to apply to final completed application.

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4. Evaluate Your Application Process – Funnel Visualization

Ever wonder where candidates are dropping off during your application process? Using Google Analytics Funnel Visualization, you can track each point in the application process to see what percentage of candidates make it from point A to B to C. Based on these findings, many of our clients come away with actionable outcomes to improve and streamline their application process.

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5. Track Assisted Conversions

This is where we data geeks get excited. While the focus will always fall most squarely on the last-click conversion, we also want to look at the candidate journey in total. Your applicant may have ultimately applied through an Indeed posting, but they likely visited multiple sources before completing that action. He/she may have visited your careers Facebook page, your Glassdoor page, or seen a paid ad you have running on Google Display or Search. The assisted conversion report is where you will find this list of top assists to final conversion. So, before you declare that ad campaign simply didn’t work or that the careers Facebook page that you set up is just phooey, be sure to check your assisted conversion report to get the full story.

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Function number one above is available to you as soon as you sign up and install Google Analytics for your career site. Functions two through four are custom setups, and function five is dependent upon the Google Tag Manager setup. All teammates at KRT are Google Analytics Certified via our industry-leading Green Belt Certification program—the first state-funded continuing education program of its kind in the recruitment space. For more information on how we can assist in creating the best analytics package for you and your hiring needs, write us a note below or contact us here.