Analytics: Measuring international (recruitment) sites

Written by: Richard Richard

Endouble is building more and more websites for international clients. Many of these websites are multilingual, or target audiences in multiple geographical regions. This is the third blog in a series of blogs about SEO and Universal Analytics for multilingual and international talent acquisition platforms. This blog will provide you with information about the measurement of international platforms.

Measuring international (recruitment) sites

In part one of this blog serie, we’ve mentioned that when considering an international website, analytics data plays a major role. Universal Analytics could demonstrate that there is a sufficient amount of traffic and conversion coming from multiple countries. In such a case, targeting several countries with separate websites might be profitable.

If using Universal Analytics on your current website, the data to help you decide whether or not its profitable to target a specific country with a separate website. The data can be found in the following menu: ‘Audience’ > ‘Geo’ > ‘ Location’.Analytics location report

Whether you choose a top level domain for each language/country or subdirectory, this choice affects the way to measure your website(s).

Top level domain

In case you choose a top level domain, a separate domain will be created for each country. For measurement purposes the best solution is to create a separate Analytics property for each domain. Since each domain has its own target group/country (optimization) decision will most likely be taken on domain level instead of multi domain/corporate level.

When you wish to get an overall view for all domains together an extra Analytics property can be created. This property can be added to each domain to provide you with data for all domains in one overall view. Setting goals and the application funnel in analytics for this view can give you a hard time due to the url structure in different languages. Regular expression will be the solution. Our next blog will explain how to use regular expression to measure the overall view.


When choosing for a multilingual website you’ll be working with one domain and different subdirectories for each language (/nl/, /en/). In this case one Analytics property will be sufficient to measure this domain and its subdirectories. Other than working with top level domains for each country, decisions made on domain level will affect all subdirectories. Therefore you’ll want an overall view for the complete domain, as well as separate views for each subdirectory/language.

Filters by subdirectory

You’ll create a new Analytics property for your top domain, within this property you can create a main view used for overall data for the entire domain (without subdirectory filters).
Apart from the main view you can create separate views per subdirectory. A filter has to be added to each language view in order to show filtered data for visitors only to that subdirectory.

Google_Analytics Filter top domain Filter subdirectory

As mentioned in previous blogs url structure is adapted to the respective language for SEO purposes. For each separate language view this wont cause any problems in setting up goals and funnels, since you’ll be able to only add the url structure per language in the right view. For the overall view however this might give you problems in setting up goals and application funnels in Analytics. The solution lies in the use of regular expressions to define urls in funnels and goals.

Our next blog will explain how to measure multilingual goals and application funnels using regular expressions.