Using Google Analytics with Lever

Google Analytics provides detailed insight into how applicants interact with your career page -enabling you to track and interpret user behavior on your job site to better reach your hiring goals. Google Analytics can help you understand online job seekers habits and actions, like how they find your site and what they click on. Readers of this article will learn about:

• Setting up Google Analytics with Lever
• Key metrics for hiring success

Once candidates have applied and are part of your Lever environment, you can review, share, and export your recruitment metrics with Lever's in-app analytics hub, Visual Insights. Refer to our help article on Visual Insights for an introduction on how to navigate the Visual Insights interface.

Setting up Google Analytics with Lever

Set up Google Analytics

Before setting up Lever with Google Analytics, you must set up your Analytics account and add your Recruitment site. For full instructions, refer to Google's help article on getting started with data analytics.

Create an Application Success Page

Before you do anything in Lever, you will need to create an Application Success Page to which to send candidates after they successfully submit an application. Creation of such a page will likely require the help of a developer at your organization.

To accurately measure conversion rate of visitor to applicant, make sure that your career site and the Application Success Page have the same tracking code. The tracking software needs to uniquely identify the candidate by their session/browser, which will allow it to "fingerprint" the candidate and identify them if they navigate away and then return. Setting up the Application Success Page and tracking code in this way gives you certainty that you are accurately identifying and reporting on users who visit your site vs. apply. 

We recommend tracking a 'Successful Application' event when the Application Success Page loads. You will also need to track the event for 'Clicks to go fill out application' form -  such that you are tracking two related events:

1.  When the candidate clicks that button to go fill out the form
2. When the candidate loads the Application Success Page after submitting the form

An application conversion should be counted when both events are detected for the candidate/session.

Configure your Lever settings

Once you have created the Application Success Page and with the tracking code configured to track the appropriate events, the final step is to add the Application Success Page URL to Lever. Note that the 'Application Success Page URL' field requires the LeverTRM for Enterprise package.

• Navigate to Settings > Job site
• Input the URL to the 'Application Success Page URL' field. 

Key metrics for hiring success

Google Analytics allows you to deep dive into user behaviour metrics to interpret how potential applicants are engaging with your site. Keep in mind that data can be interpreted in different ways, and is most helpful when you connect it with your specific hiring or outreach goals. Some key metrics for understanding job seekers' behavior are:

Number of users / page views

Simply, how many people are visiting your site? How many people are reading a specific job post or page? Knowing the number of users on your site lets you know how much traffic your site receives, and views on individual pages provides insight into what content is most relevant or discoverable to users.

Traffic sources

Are you reaching out to candidates through different avenues like Facebook ad campaigns, Google ads, LinkedIn, email, etc? Traffic sources tells you where visitors are coming from. This information allows you to assess how your marketing or messaging efforts are impacting the number of candidates visiting your site, and could give you additional information on new strategies for outreach.

Session duration and bounce rate

How long users spend on your site shows how invested or interested they are in your content - a longer time can mean that the pages on your career site are keeping visitors reading. Users that do not find your content useful or easy to navigate will leave quickly. 

Conversion rate

Conversion rate measures how many users visit your job site vs. apply. This is measured with your tracking code and visitors to the Application Success Page, which we detail in the section above. A low ratio could suggest plenty of people are finding your job site, but are not the right people to be targeting, or your website content is not persuasive.