Segment your data: creating valuable insights for your job search

Building on the previous Job Hacking blog posts where we use UTM trackers and A/B testing techniques to track interest from potential employers in our applications, lets now look at how to configure Google Analytics to take the data we’re gathering and turn it into meaningful insights. This blog post will explain how to segment your job search data and set up custom reports that give you the information you need quickly and effectively.

You’ve tagged your links, created specific campaigns for a group of resumes and applications, and have sent them out to prospective employers. Logging into your Google Analytics account tied to your online portfolio or website, you see that you’re getting visitors – awesome! People are clicking the links, which means they’re interested in finding out more about your skills and experience. The next question is, who is checking you out?

Google Analytics default home screen

Google Analytics’ default view

At first glance, this looks great. Over 30 sessions, 26 unique visitors, nearly all of which are new visits from English speaking people (nothing against Russian speakers, but if I’m applying for jobs in Canada my applications shouldn’t be getting many visitors from overseas). On the other hand, it doesn’t show me any of the information that would be helpful to my job search, such as which employers are checking me out. To fix this, we can segment our data to show visits that originate from the geographic area of our job search campaign.

To show sessions from visits in your area, click the “+ Add Segment” outline directly underneath the Audience Overview report heading at the top of the page. Create a new segment using the Location field at the bottom of this list. Since I am applying for jobs in the Greater Toronto Area, I select City from the first drop-down menu, is one of for the second, and type in all the cities around me in the text box separated by hitting enter after each one. Hit Save, and you should see something like this:

Google Analytics segmented data view

Visits segmented by visitor location

Ah, this is better. The orange line now shows the visits from users in the specific locations I added to my segment. I can now see that most of my traffic is coming from inside the Greater Toronto Area, and therefore more relevant to my job search. Segments can be applied to any of the report views offered by Google Analytics, and are essential to understanding who is coming to your website. To read more about creating data segments, check out Google’s help page.

It’s great that I can see exactly where my visitors are located, but it still doesn’t tell me if those clicks are originating from my applications. We’ve spent a lot of time tagging our applications with UTM trackers, so lets put them to good use! Under the Acquisition section on the left menu, select the Campaigns report. Campaigns tracks visits from all clicks that have been tagged with a UTM tracker, in this case our job hunt campaign we’ve been embedding in all our resumes and cover letters.

Graph of Visits segmented by campaign

The gold: website visits by employers you’ve applied to

The primary dimension of this report is the Campaign Name field from the URL builder, which in our case is ‘Job Hunt’. Select the secondary dimension drop-down underneath, and choose Advertizing > Ad Content to add a second line that shows the Campaign Content field from the tracker, which in our case is the name of the employer (blurred out here for privacy). This is only possible if you’ve been diligent in filling out all the fields of your campaign, but the payoff is huge! I can now see exactly which companies have clicked the links to my work in my applications.

This is far more valuable than relying on Google Analytics’ default reporting, and a powerful source of information in your job search. Click the Shortcut button at the top of the report and the report is now available in your Shortcuts menu every time you log in.

By knowing exactly which companies are checking me out, I can see which applications are working and tailor future ones with more confidence. Next, we’ll explore how to dig deeper into our data and leverage our insights to become more proactive in our job hunt.

What kinds of segments will you use in your job search, and how will it help you improve your application process?

 

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