Content Analytics

  • Release version: Xanadu
  • Updated August 1, 2024
  • 2 minutes to read
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    Summary of Content Analytics

    Content Analytics enables ServiceNow customers to monitor and measure employee engagement with content provided through the Employee Center and campaigns. It collects interaction data and generates visual dashboards powered by the Platform Analytics framework and enhanced by Performance Analytics. This helps organizations understand how content performs and its impact on users.

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    Note that Google Analytics integration is no longer supported.

    Content Analytics Dashboards

    Content Analytics includes four main dashboards that present data visualizations in widgets focused on specific engagement metrics:

    • Content Analytics: Portal engagement metrics such as unique users, average time per page, and bounce rate.
    • Content Analytics - Basics: Portal page visits and views, highlighting visits per day and popular pages.
    • Campaign Analytics: Campaign engagement metrics, task statuses, and impact filtered by campaign or success goals.
    • Campaign Overview: Performance metrics by campaign including tasks closed and user actions.
    • Content Library Overview: Performance of content published to the portal or Now mobile app.
    • Content Engagement: User engagement details such as views, reaction icon clicks, comments, and replies.

    Setting Up Content Analytics

    To activate Content Analytics, establish a tracking profile by either:

    • Activating and setting one of the out-of-the-box tracking profiles (Content Experiences or Content Publishing) as default.
    • Creating a custom tracking profile tailored to your portal, campaign, or application context.

    For custom widgets or pages, you must add the tracking profile to the header to enable data collection.

    Tracking Profiles

    Tracking profiles define the context or “bucket” for capturing analytics data. Out-of-the-box profiles support standard widgets, but custom portals or widgets require modifying existing profiles or creating new ones to ensure accurate data capture.

    Data Collection and Storage

    Content Analytics collects user interaction data (such as page views and clicks) and temporarily stores it in the browser memory. Data is then transferred to the server in memory and stored in specific Content Analytics tables. Data transfer to shared analytics tables is managed by tracking profile-triggered runs.

    If dashboards do not show visualizations, verify data collection by checking the relevant tables (appending “.list” in the navigation bar to view records).

    Key data tables include:

    • Tracked Event, Page, and Visit aggregates
    • Event Statistic, Page Statistic, and Analytics Visit Statistic tables

    This structured data storage supports comprehensive analysis of content engagement across portals and campaigns.

    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. 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.

    Content Analytics 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 1. 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.
    Content Library Overview dashboard Performance metrics for content published to the portal or Now mobile app.
    Content engagement Metrics on user engagement, such as content views, reaction icon clicks, comments, and replies to comments.

    Setting up Content Analytics

    1. Activate Content Analytics
    2. Establish the tracking profile, by performing one of the following steps:

      For more information on tracking profiles, see the section below.

    3. To track analytics for a custom widget or page, you must add the tracking profile to the header: Set up Content Analytics tracking

    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.

    Data collection and storage

    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.
    For a list of Content Analytics tables, see Components installed with Content Analytics.
    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]