A lot of applicant tracking systems and other recruitment platforms offer their own analytics these days, but if you don’t also have Google Analytics (or another 3rd party analytics platform) installed on your site, you could risk losing years of data.
What if, after a few years, you change platforms or ATS providers? What happens to the data you’ve been collecting during that time? Unfortunately, it goes along with your ATS subscription.
If you install Google Analytics alongside your ATS as soon as possible, your data will always be there to reference later.
I prefer Google Analytics (GA) for several reasons. The two most prominent being that a) it’s free and b) it’s compatible with nearly everything you could ever implement. Even some of the newer applicant tracking systems allow you to connect to your GA account, making the data transfer between your website and your ATS seamless. Which is HUGE!
Even without a native connection, you can often find a way to connect GA with your ATS using an API or something like Zapier. This allows for the complete collection of data from the time a candidate lands on your site to the time they apply. This allows you to tie the traffic source to the application. ROI gold for a Recruiting Manager.
Google Analytics Install and Setup Tips
Here are a few helpful tips if you decide to install Google Analytics:
- Create an account using anything but “-1” (e.g., UA-555555-4); Spambots take advantage of the fact that most people stick with an account ending in -1 and will spoof traffic- distorting your overall analytics
- Create a second view to create traffic filters that make your data more actionable and easier to analyze
- Filter out IP addresses or ranges of your employees or team members to keep the data clean
- Create a filter to combine the different ways Facebook and Twitter can show up in GA (see Figs 1 and 2 below)
Fig. 1 – Before Creating a Unifying Facebook Filter
Fig. 2 – After Creating a Unifying Facebook Filter
As you can see, this makes a big difference when analyzing your data.
To summarize, it’s not an absolute requirement to install Google Analytics when you have similar capabilities within your ATS. However, it will make life easier and minimize the pain and cost of switching applicant tracking systems in the future.
About the Author: Travis Scott, Founder and Principal Consultant at RainierDigital
As the Founder of RainierDigital, he has over 12 years of recruiting experience at companies such as Microsoft, Comcast, Cricket and Booking.com and nearly a decade of digital marketing experience to go along with a BS in Public Affairs from Indiana University and a MBA from the University of Colorado. He lives in Spokane, WA with his wife and three dogs- Millie, Gus and Rudi.