Campaign overview and Campaign analytics dashboards
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Summary of Campaign overview and Campaign analytics dashboards
Content Analytics in ServiceNow collects and visualizes user interaction data to help campaign managers measure the effectiveness of their campaigns and content delivered to employees. It is an essential tool for analyzing campaign performance by tracking impressions and interactions such as clicks, downloads, video plays, and to-do completions. Tracking must be enabled on campaigns, and data typically appears on dashboards after 24 hours of publishing.
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Key Features
- Interaction Tracking: Captures detailed user actions across various content types, including banner clicks, calendar downloads, email clicks, event interactions, image and link clicks, rich content engagement, to-do completions, and video plays.
- Campaign Overview Dashboard: Provides metrics such as the number of open tasks by state, weekly task closures, user interactions over time, distribution of interaction types, top accessed content, and most clicked notifications.
- Campaign Analytics Dashboard: Offers insights into campaign engagement, including total engagement percentage of campaign targets, event activity over time broken down by content and action types, and top content and notifications. Filters allow selection by campaign or campaign success goals.
- To-dos Tab: Displays campaign to-do data over the past 12 months categorized by state (closed complete, closed incomplete, open).
- Campaign Impact Tab: Tracks progress against predefined campaign success goals, comparing evaluation counts during the campaign with baseline and target counts. It provides trend analysis and forecasts to indicate how close the campaign is to reaching its goals.
Practical Benefits for ServiceNow Customers
Using these dashboards, campaign managers can:
- Quickly assess how effectively campaigns engage employees through detailed interaction metrics.
- Identify which content resonates most with the audience by reviewing top content and notifications.
- Monitor task completion and campaign engagement levels to improve campaign management.
- Evaluate campaign impact against success goals to inform strategic adjustments and forecast outcomes.
- Leverage multiple visualizations and filters to tailor insights to specific campaigns or objectives.
Overall, Content Analytics dashboards empower ServiceNow customers to optimize employee communication strategies by providing actionable insights into campaign reach and effectiveness.
Content Analytics collects data on user interactions and generates visualizations to help campaign managers determine the effectiveness of campaigns.
Use Content Analytics to measure the effectiveness of a campaign and the content provided to your employees. Content Analytics is one of several resources to help you improve your campaigns. To learn about the other resources, see Analyzing your campaign for effectiveness.
When tracking is enabled for a campaign, Content Analytics generates data visualizations. For more information on how to enable tracking, see Create a campaign.
Note:
We recommend waiting at least 24 hours after publishing for data to appear on the dashboards.
Interaction tracking
Dashboards display data visualizations for specific parameters, such as user interactions with content.
Note:
- An interaction is an action performed by the user, such as a download, link click, to-do completion, or video play.
- An impression is an instance of content appearing for a user. Each time a user views the content, it is counted as an interaction.
Content Analytics tracks the following user interactions (depending on content type). When content is rendered in the portal, the system counts that as an impression. When an employee clicks on content, the system counts that as
a clickthrough, download, or played (depending on the content type).
- Banner clickthrough
- Banner impression
- Calendar download
- Calendar impression
- Email clickthrough
- Event download
- Event impression
- Image-based link clickthrough
- Image-based link impression
- Link clickthrough
- Rich content clickthrough
- Rich content impression
- To-do completion
- To-do impression
- Video impression
- Video played
Campaign overview dashboard
The Campaign overview dashboard displays performance metrics by campaign, including tasks closed and user actions.
| Visualization | Description |
|---|---|
| Open Campaign Tasks | Number of tasks in each state by campaign. The value in each cell links to a list of the tasks in that state and campaign. |
| Campaign Task Closures This Week | Stacked bar chart that shows the number of tasks that were closed this week. Mouse over a bar to see metrics specific to a campaign. |
| Event Activity Over Time | Total number of user interactions with content. |
| Events Over Time by Content | Number of user interactions with content, where each line represents a piece of content. Mouse over a line to see metrics specific to a piece of content. |
| Events Over Time by Action | Number of user interactions with content, where each line represents a type of interaction. Mouse over a line to see metrics specific to a type of interaction. |
| Action Activity | Pie chart that shows the proportions of each type of interaction and impressions compared to the total number of actions. |
| Top Content | Bar chart showing the most accessed content. Clicking a bar shows metrics for the specific content and action. |
| Top Notifications | Bar chart showing the most clicked email notifications during the campaign. |
Campaign analytics dashboard
The Campaign analytics dashboard displays data on campaign engagement, to-dos, and impact. Use filters to specify the metrics to include in the visualizations. Choose from Campaign and Campaign Success Goal, then specify which campaign or campaign success goal.
| Visualization | Description |
|---|---|
| Campaign info | Displays the campaign title and audience |
| Days running | The start and end dates of a campaign and the total days the campaign has run to date |
| Total engagement | This metric provides statistics on how many employees are interacting with the campaign. It shows the percentage of campaign targets who have visited the destination portal and have engaged with content by
clicking or viewing. Those campaign targets who have never been to the portal are not part of this calculation. Note: Currently, email link clicks are tracked as anonymous and do not affect the campaign engagement
score. |
| Event activity over time | Total number of user interactions with content. |
| Events over time by content | Number of user interactions with content, where each line represents a piece of content. Mouse over a line to see metrics specific to a piece of content. |
| Events over time by action | Number of user interactions with content, where each line represents a type of interaction. Mouse over a line to see metrics specific to a type of interaction. |
| Action activity | Pie chart that shows the proportions of each type of interaction and impressions compared to the total number of actions. |
| Top content | Bar chart showing the most accessed content. Clicking a bar shows metrics for the specific content and action. |
| Top notifications | Bar chart showing the most distributed notifications during the campaign. |
| Visualization | Description |
|---|---|
| All campaign to-dos | Shows campaign data in a bar chart for the last 12 months for to-dos by state.
|
| Visualization | Description |
|---|---|
| Campaign impact | Campaign impact shows data related to your established campaign success goals. For more information on creating campaign success goals, see Create campaign success goals. Select a campaign success goal to view a chart that shows how your campaign is progressing. The campaign impact chart shows:
|