After news of staff being sacked for using social media sites, I thought I’d share this video to renew my faith – go on, play it full screen!
With thanks to Socialnomics09
How can we harness this power on the intranet?
We’re starting to look at “bounce rate” as a metric for staff engagement on the intranet.
I work with two definitions of bounce rate:
1) Google’s official definition: one page view in one visit
2) Google’s unofficial definition: “I came, I puked, I left”
On the web, analytics packages work on the concept that people visit a website from a search engine or from another campaign medium. Websites require something to “bring in” the visitors.
On the intranet, we have a captive audience. But if the intranet homepage is given to staff by default when they open the browser, then I think we have a reason not to include it in bounce rate metrics. Measuring staff interaction should start when they make the first click on the homepage, not when the homepage loads.
The intranet homepage essentially signposts people to other content pages lower down in the intranet structure. I don’t care too much about how many people viewed the homepage. What I care about is whether they got to the sub-layers of the intranet and consumed content.
For most of my analytics, I exclude the homepage as part of the user journey. The journey starts when someone “lands” on a lower-level page. That’s when I start counting bounce rate. If these pages bounce then I know that I have a problem. If I were to count the homepage, then by definition, these secondary pages would never bounce and would always appear to be working well.
This post highlights what you need to think about when setting up Google Analytics on an intranet. Where detailed instructions are available elsewhere I have included links.
Check that staff can access specific Google pages on the web and that your intranet URL is ok. For example http://intranet won’t work. See specific Google pages.
If your company imposes restrictions on web access you may have to ask to add these addresses to the whitelist of allowed URLs.
You need a Google account. You can register your work email address; this makes it easier when setting up reports later.
You need a Google Analytics account. Sign up for a Google Analytics (GA) account using the email address registered against the Google account. You’ll need to create a profile in GA in order to get a profile ID, something like UA-1234567-1. This is the magic profile number that you need to include in your intranet pages. See examples of the tracking code.
The Google tracking code only tracks HTML pages. It will not automatically track Word documents or PDF files etc. There are two methods to use in order to track downloads, depending on whether you publish via CMS or manually.
To track documents, I’d recommend using the URL as it would appear in the natural intranet folder structure:
Events or user interactions
See the Google event tracking guide.