New Analytics feature ‘calculated metrics’ and how to use it in recruiting

Written by: Richard Richard
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Finally! My first reaction on the new feature: calculated metrics in Google Analytics. This new feature enables you to compose metrics based on standard metrics in Google Analytics. You can use the composed statistics for reports and analyses. This blog is about the possibilities of this new feature. We will also come up with some ideas for using it on your own talent acquisition platform and how to improve your analyses.

What are Calculated metrics?

As the name suggests, the feature is about combined (calculated) metrics. You will all recognize the problem of missing some statistics in Analytics. And then you find yourself exporting them and calculating it in an Excel-sheet. ‘Calculated metrics’ solves the problem here. These are statistics distracted from standard metrics that are available in the interface, or self-composed custom metrics. With calculated metrics you are now able to divide specific metrics or to sum them up. In this blog we show you how to create the following talent acquisition metrics:

  1. Application rate per user
  2. Number of applications per user
  3. Hire rate per application
  4. Rejection rate per application
  5. Number of visits per user

You can show the statistics from these calculations in custom reports and dashboards. Unfortunately it’s not (yet) possible to use the metrics for composing segments in Analytics. More about the display further in this blog.  

How to set up Calculated metrics?

You can find the ‘Calculated metrics’ on view-level below the Ecommerce settings.

Calculated metrics

It’s a BETA version which is spread over all accounts at the moment. So it could be possible that this option is not given in your account yet.

You are able to add just five Calculated metrics per view. That’s not a lot so think ahead of what metrics you want to calculate for this view. I recommend you to use a test view before you add it on main view. It’s simple to add and compose a Calculated metric. After opening the Calculated metric menu item you won’t miss the red button to add a new metric. By clicking the button you will see a screen for composing the calculated metric.    

New calculated metric

Add calculated metric

You will find the following fields for input on this screen:

Name: Enter a name you wish to see in your reports and dashboards.
External name: This field is filled automatically and used for searches through the API.
Formatting type: This is where you choose the layout for your metric. You can choose from:

  • Float: using statistics with decimals, for example the number op pages per user.
  • Integer: using complete numbers, for example in summing up several metrics.
  • Currency: using valuta, for example calculating metrics with media-costs
  • Time: for a timestamp, for example session duration per user.
  • Percent: using percentages, for example calculating a ratio.

 

Formula: This is where you compose the metric. By typing in the field, you will get suggestions for several metrics. The symbols around the metric are automatically added by Google when selecting it. Within the formula there are several options: to sum up, to subtract, to multiply, to divide and to add custom numbers. However, you can’t use negative numbers like -1 + metric.

 

Useful Calculated metrics for your talent acquisition platform - five examples

1. Application rate per user

Name: Application rate per user
Formatting type: percent
Formula: /

This formula gives you a better view of the application rate. A first visit of an applicant is usually orientating. When the applicant gets back in a second session to apply, the application rate in the standard calculation will be 50% (per session). In fact, this is actually a returning visitor who completes his application after orientating. So actually there is a rate of 100%.
(Ecommerce tracking for measuring applications should be active to let this formula work. If you are not using ecommerce tracking, you can use application goal instead of Transactions).

2. Number of applications per user

Name: Applications per user
Formating type: float
Formula: /

This formula provides you with information about the amount of applications per user. It’s most interesting for sites with multiple similar vacancies in a region (supermarkets) and job boards / employment agencies.
(Ecommerce tracking for measuring applications should be active to let this formula work. If you are not using ecommerce tracking, you can use application goal instead of Transactions).

3. Hire rate per application

Name: % hires vs applications
Formating type: percent
Formula: /

This formula informs you about the hiring rate versus applications. You can combine it with for instance source or campaign in a custom report, to determine the quality of the traffic.
(Ecommerce tracking for measuring applications and measuring the ATS workflow statuses to the hire/rejection should be active to let this formula work.)

4. Rejection rate per application

Name: % rejections vs applications
Formating type: percent
Formula: /

This formula informs you about the rejection rate versus applications. As well as for the hire percentage, you can combine it with for instance source or campaign in a custom report, to determine the rejection rate of the traffic.
(Ecommerce tracking for measuring applications and measuring the ATS workflow statuses to the hire/rejection should be active to let this formula work.)

5. Number of visits per user

Name: Sessions per user
Formating type: float
Formula: /

This formula informs you about how ofter a user visits your site.

Display Calculated metrics

Calculated metrics are calculated for historical data. You can use the data right away in your analyses. You can add calculated metrics in custom reports and dashboards. Easily add them via the editor and find them under the regular list of metrics.

Do you have any questions about this new feature or would like to use it? Please get in touch with us and we will help you out!