Intranet Analytics provides a wide variety of reporting tools and data that can deliver valuable insights into the usage of your Intranet.


As every Intranet is different - different structures and content, different audiences, different organization goals - the raw numbers will not tell the whole story. Context needs to be applied and you need to be clear on what you are measuring. Here we have compiled some advice on using Intranet Analytics and tips on what to think about before diving in.


The Dashboard and Basic Information

 

Within your Intranet Analytics the default dashboard will provide an overview of key metrics including the following highlights:

  • Visits
    • Total visits; the number of times your users came to the intranet during the period.
    • Unique Visitors; the number of individuals that came to the Intranet during the period. The same user can add multiple visits.
    • Average visit duration; time users are spending browsing the Intranet each time they visit.
    • Average actions; number of interactions during the visit, how pages were viewed, or files downloaded.
    • Total searches; and how many unique keywords were used during the period.

  • Devices 
    • Desktop users vs Smartphone vs Tablet; this shows how your Intranet is being used. Looking at this overtime can help you determine the priority that should be given to how content is presented in each view. If you see Smartphone usage increase make sure your content is optimized in your ‘Phone’ display mode!

  • Pages
    • The list of pages is, by default, grouped by subsite so this allows you to break down which areas of your Intranet are the most visited. At a glance you can see the most popular areas of the site.

 

Tip: remember to look at the data over periods of time by setting the reporting period using the date option at the top. Comparisons should also be made, instead of looking at a single period of time, look at how this month compares to last. You can then easily see the change, either positive or negative. This can identify where you might need to intervene.

 

You can go further by drilling down into the categories of reports on the left-hand menu.


 

More Specific Measurement

As every Intranet is unique so is the approach to analyzing the data. What one organization measures and calls success or failure may not apply to another. To help determine a customized approach to analysing user behavior on your site we suggest considering the following:

  • Can you set measurable goals for the intranet? 
    What does success look like? This is very different for different Intranets as their purpose or desired outcomes vary greatly. If we look outside of the Intranet and consider a different type of website, like an e-commerce website then then often the goal is clear – direct a user from the entry page through to the checkout.

    Your intranet can contains these types of pathways so think about what transactions or interactions (sometimes referred to as conversions) do you want users to be making? Once you’ve identified these you can start to measure, track and potentially set goals.

  • What level of user engagement are you looking to measure?
     
    Below I’ve included some examples of measuring engagement. So consider what engagement loos like for your site. Consider these two extreme ends of the scale;
    • spending a very small amount of time on the Intranet could be seen as positive engagement if the intention is for users to quickly open the Intranet, navigate to a single piece of content and then leave again. An example of this is a portal, if the Intranet has been created to allow easy access to other applications then users will be spending a small amount of time, generally, on the site. If they spend a long time this could flag an issue – are they not able to find what they need to?

    • spending a large amount of time on the site could be desirable as the Intranet has been created as a place for people to come and collaborate, access information they need to do their job and find answers. In this case you would like users to be spending lots of time engaging with content and other users. If they are not then perhaps its not delivering what users want and they might be finding other sources outside of the Intranet instead.

  • What type of activity from your users are you trying to track?
     
    Are their specific pieces of information, or areas that you want analytics on, rather than trying to assess the whole Intranet. If you can nominate key areas then segments can be analyzed in isolation from other data.

  • How do you want to see the information?
     Do you want a custom dashboard that you login and view often, or would you prefer a report be emailed to you on a scheduled basis.


 

What do Intranet Teams generally track?


As a baseline, here are some common metrics that our customers measure and track:

 

Overall Engagement 

  • The volume of users that are spending a specified period of time on your site. This could refer to employees visiting your intranet, or viewing a specific document on your intranet. Engagement should be measured over time as a trend. Is the overall engagement increasing or decreasing.

    You can break this down further by segment to measure whether some audiences (based on location, team, device, etc) are more engaged than others.

    You can also analyze, or even set goals for, particular pieces of information. A news article, or page, for example. How long are people spending reading the content you are posting?

    Alone this metric doesn’t tell the whole story of course as you need to understand why your users are visiting the site and what the ‘specified period of time’ equates to for your site. Changes you make on the site will mean this metric needs to be adjusted.

 

Content Engagement

  • Which pieces of content are most popular? Use the Page titles report to see what content users are engaging with most often. Look for specific initiatives, i.e. a News article, Newly released policy, Form or Process to measure their effectiveness. Are please finding this new content. If not what could be done to increase their visibility?

 

Bounce Rate

  • Bounce rate is the measure of users whose first and only interaction on the Intranet is a single page. If a user lands on the intranet homepage and then leaves it would be considered a bounce, and contribute to the bounce rate of the homepage.

    Tip: when thinking about Bounce Rate the figure itself is somewhat arbitrary - you have to apply some context to it. Is your homepage setup in way that provides access to external links, for example? If so, a user that visits the homepage and clicks a link to an external application/resource would be considered a bounce, even though their action was deliberate and successful.

 

Entry and Exit Pages

  • Here you can view and monitor where the majority of users start their journey on the intranet and where they finish. What is the most common final tasks that users are performing?


Search Keywords

  • One of the most popular analytics feature our customers use is the Search Being able to see what key words and phrases that users are entering into your site search can be very telling. You can see the top keywords that are being used and also the volume of search results (Search Result Pages). More than this you can see where users navigated to most often after performing a search.

 

We hope this helps set you on the path to measuring Intranet success.