What to Track —
How to Measure the Success of Your Online Marketing

"What gets measured, gets managed."

— Peter Drucker

Big data. Analytics. Tracking. Analysis.

It's everywhere. From the board room to the football field, data analysis is changing how we live our day to day lives. But data analysis isn't a new concept — it just continues to evolve.

With technological advancements, better tracking tools, and AI learning, advanced analytics are available to businesses of all sizes, in all industries. But just like Peter Drucker states, it's up to each of us to measure the right things — so that we can manage the right things.

So what marketing metrics are most important to staffing companies?

In order to be an effective marketer, you need the proper tools, technology and processes in place to make sure your marketing dollars are producing ROI.

At Haley Marketing, we install Google Analytics on every website we build. Today, we track data on over 500 staffing and recruiting websites — pooling together the world's largest collection of staffing and recruiting company website data. Our team uses this data to help analyze which marketing strategies and tactics work — and which don't. We continually look for trends in traffic growth or decline, changes in traffic sources, visitor behavior and more. This information is then used to refine our marketing efforts to produce more ROI.

Let's dig more into some specific metrics you should measure consistently:

Staffing Marketing Analytics - Looking at Overall Website Traffic

Overall website traffic.

When first logging into Google Analytics, you'll be able to view overall traffic to your website over the last 30 days by default. This will provide a 10,000-foot overview of where things stand. But, in order to put this data into context you need a comparison. Here's what we suggest:

Compare Month Over Month Traffic

This will show you how your site performed compared to the last 30 days. By continually measuring this you'll be able to see overall trends. Just like the stock market, there will be peaks and valleys, but over time you want to see a consistent overall climb in traffic and visits.

Compare Year Over Year Traffic

Only comparing traffic month to month can sometimes give you a false sense of security, or scare the daylights out of you! That's because staffing can be a seasonal business with wide traffic swings at different points throughout the year. For example, EVERY year traffic to staffing and recruiting websites plummets in November and December. Then we see a huge spike in traffic in January. So instead of focusing just month to month, compare year over year too. Ideally, we want to see very nice, consistent growth over the previous year. Comparing the same months from the previous year will help you eliminate the seasonal/monthly fluctuations and give a true indication of how your traffic is trending.

Acquisition — Where is Website Traffic Coming From?

Now that we have tracked how much overall website traffic we have received, dig a bit deeper and find out where this traffic is coming from. This will give you a better indication of what activities are adding value in your marketing and recruiting mix, and which channels aren't performing.

To track this in Google Analytics click on Acquisition>Overview. This will offer a high-level overview of where traffic is coming from, and allow you to dig deeper into individual sources of traffic.

Here are some key things to look for:

  • Look for month to month, quarter to quarter, and year to year trends in overall traffic.
  • When you see big increases or decreases dig deeper to find out why.
  • Dig deeper into individual traffic sources (see video below).
  • Determine what online platforms are adding value, or where traffic is lacking.

Here is a bit more detail on how to use this data:

Staffing Marketing Analytics - What are the Most Popular Pages of Your Site

Behavior — What are the Most Popular Pages of Your Site?

To be an effective online marketer, you need to understand what content resonates with your audience. What content drives awareness and what content drives action? What content is getting and keeping people on your website?

To track this in Google Analytics click on Behavior>Overview. This will give the top ten most visited pages of your site and allow you to view a full report. By default, you'll see "/" at the top of the list — this is your website homepage. But after that you will see what areas of your site are most popular.

Here are some key things to look for:

  • Change your date range to a full year to see what content is most popular.
  • Identify what areas of your site get the highest pageviews and make sure those pages lead people to convert (i.e. ensure they can easily contact you or take action from that page).
  • Identify blog posts or content that is the most popular — write more on those topics!

Audience Geography — Are You Getting the Right Traffic from the Right Locations?

Are you a local staffing company that works in one specific market? Or, are a you a regional firm looking to compare traffic for different locations? To track the geographic regions you are getting traffic from you can visit Audience>Geo>Location in Google Analytics. Here's what to look at:

  • What countries are driving traffic. If you're not an International business and 50% of your traffic is coming from overseas, you need to dig deeper.
  • Drill down by city to identify if the markets you serve are generating traffic.
  • Compare month to month and year to year to look for traffic changes in different cities.
  • If you have several offices in different cities, identify your top performers and compare marketing tactics in those offices to identify what worked best.

Mobile vs. Desktop — How Does Your Site Perform on Different Devices?

Do you have a good mobile website, or are you turning mobile visitors away with a poor mobile experience? What about your online application — is it simple and easy to complete even on mobile, or is it too long and leading to abandonment.

To see mobile usage in Google Analytics, go to Audience>Mobile>Overview.

Social Media Traffic — What Social Platforms are Driving Action?

Social media can be an amazing marketing tool. But not all social platforms will drive the same results for your business. As digital marketers, it's our job to test different platforms to see what works to reach our audience and drive action.

All too often, I see companies simply look at social media impressions as the main metric. Impressions are okay, but that's like someone just driving by your billboard and not taking action. So instead of just look at the social platforms metrics that show impressions, I suggest looking at Google Analytics to see what social sites are actually driving traffic to your website.

To do this, click on Acquisition>Social.

Applications — Where are Inbound Job Applications Coming From?

To make sure your recruitment advertising dollars are being spent in the right places, you need a plan in place to effectively track the source of applications. Google Analytics can help with this. To track this, you'll need to visit: Behavior>All Pages>[Your Application] and then use a "Secondary Dimension" to identify a specific source.

Conversions & Goals

For those that are a bit more advanced, you can create and setup specific goals within Google Analytics. A goal allows you to define a specific action you would like a user to take (Ex. Completing an application or form) and also identify the path they took before completing that action.

For example, if you're active in blogging and adding articles to your website, you may want to see how many people go on from your blog to search for jobs, or learn more about your services. You can set this up as a goal in Google Analytics.

Automated Reporting

At this point, hopefully you have identified a few metrics and tools that will help you become a more effective marketer and drive more ROI for your company. Now the key is to be consistent with this tracking and continually learn from this data. The great news is that you don't have to live in Google Analytics to get this data. Once you find a valuable piece of data or report in Google Analytics, you can schedule a report to be sent to you in the future.

Looking for more help?

At Haley Marketing, we specialize at marketing for the staffing and recruiting industry. We track data on over 500 staffing and recruiting websites and understand what marketing tactics are effective — and which tactics aren't. We can help you identify activities that are driving ROI and develop an inbound marketing strategy that drives results. Contact us today at 888-696-2900 to learn more.

Also, be sure to watch our recent Lunch with Haley webinar on Understanding Marketing Analytics which digs even deeper into this topic: