Content Analytics

  • Release version: Washingtondc
  • Updated February 1, 2024
  • 2 minutes to read
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    Summary of Content Analytics Employee Service Management

    Content Analytics enables ServiceNow customers to monitor and assess the effectiveness of content provided through the Employee Center and campaigns. By leveraging data collection and visualizations, it enhances user engagement insights using the Platform Analytics framework and Performance Analytics.

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    Key Features

    • Data Collection Plugins: To utilize Content Analytics, you need specific plugins such as Content Publishing, Content Experiences, and various Performance Analytics plugins to gather and enhance dashboard metrics.
    • Tracking Profiles: These define the context for capturing analytics, with out-of-the-box options available for Content Experiences and Content Publishing. Custom tracking profiles can also be created for tailored analytics.
    • Dashboards: Content Analytics comes with multiple dashboards displaying vital metrics such as user interactions, page visits, and campaign performance, allowing for detailed insights into content effectiveness.

    Key Outcomes

    By activating the appropriate tracking profiles and utilizing the dashboards, customers can effectively gather and analyze data on user engagement. This helps in optimizing content strategy and improving campaign success by providing clear metrics on user behavior and content performance.

    Monitor and measure the impact of the content you provide through the Employee Center and in campaigns using Content Analytics.

    Content Analytics collects data and generates visualizations on employee engagement with content in the Employee Center and campaigns. Content Analytics is powered by the Platform Analytics framework and uses Performance Analytics to enhance the dashboards capabilities.
    Note:
    Google Analytics is no longer supported as Google has stopped offering the integration.

    For installation information, see Activate Content Analytics.

    Content Analytics requires the following plugins to collect data and generate dashboards:
    Table 1. Content Analytics plugins
    Plugin Description
    Content Publishing [sn_cd] Provides data from content published through Content Publishing
    Content Experiences [sn_ca] Provides data from content published through Content Experiences
    Content Analytics [sn_cda] Provides basic metrics on page views and user sessions
    Performance Analytics - Portal Analytics [sn_cdap] Enhances dashboards with content profiling and time window filters
    Performance Analytics - Content Engagement Analytics [sn_ca_pa] Enhances dashboards with campaign filters enabling users to view campaign-specific analytics and engagement over time for to-do content

    Tracking profiles

    Tracking profiles define a bucket where you want to capture analytics. It can correspond to a portal, campaign, application, or any context you like.

    Two tracking profiles are included out-of-the-box: Content Experiences and Content Publishing. You can use either one to collect data on content that is displayed with an out-of-the-box widget. If your portal is publishing content to custom widgets, you must update an out-of-the-box tracking profile to collect data for those widgets or create a new tracking profile.

    To get started with Content Analytics, do one of the following:

    Dashboards

    Dashboards display data visualizations in widgets. Each widget displays data for specific parameters, such as user interactions with content. Content Analytics includes four dashboards:
    Table 2. Content Analytics dashboards
    Dashboard Description of data visualizations
    Content Analytics Portal engagement metrics, including unique users, average time per page, and bounce rate.
    Content Analytics - Basics Portal page visits and views, including visits per day and most-frequently viewed pages.
    Campaign Analytics Campaign engagement metrics, to-dos, and impact, filtered by campaign or campaign success goal.
    Campaign Overview Campaign performance metrics by campaign, including tasks closed and user actions.

    For more information on the data displayed in the dashboards, see Content Analytics dashboards and Campaign overview and Campaign analytics dashboards.

    Collected data

    Content Analytics stores collected data in tables, which are organized by data type.
    Note:
    If a dashboard does not display visualizations, check that the data is being collected by opening a table. Enter the table name in the navigation bar, appended by .list.
    This is an overview of the process by which Content Analytics collects and moves data:
    1. The users performs an action, such as opening a page or clicking a link.
    2. Content Analytics collects that data point and stores in the browser memory.
    3. After a user navigates to other content or after five minutes, the data moves to the server in memory.
    4. The data moves to the content analytics tables.
      • Tracked Event [sn_cda_tracked_evt_agg]
      • Tracked Page [sn_cda_tracked_page_agg]
      • Tracked Visit [sn_cda_tracked_visit_agg]
    5. The tracking profiles trigger runs to transfer data to the shared analytics tables.
      • Event Statistic [sn_cda_event_stat]
      • Page Statistic [sn_cda_page_stat]
      • Analytics Visit Statistic [sn_cda_analytics_visit_stat]