Google Analytics is an essential tool for digital campaign tracking. Its interface may look complicated, but it becomes intuitive once you learn your way around the standard Google Analytics reports.
Analytics is well known for tracking external sources of traffic. However, it’s also perfect for tracking the success of campaigns to boost engagement and conversions on your website. Healthcare organizations can take advantage of these tools to implement transparency campaigns and other initiatives.
In this post, we’ll start by defining a transparency campaign. Then, we’ll break down the different types of standard Google Analytics reports. To conclude, we’ll give you specific advice on tracking a healthcare review transparency campaign.
In a transparency campaign, you would post verified provider reviews sourced from first-party surveys on internal provider profiles. Think of it as creating a doctor review site within your own website.
To start, you’d survey recent patients about their experiences with individual providers. Then, the content of these surveys is used to create ratings and reviews for each of your providers. You would post the feedback on individual provider profile pages hosted on your website. Many of our clients require a provider to collect a certain amount of ratings and reviews before doing this.
Please note, the idea of “true transparency” requires both positive and negative feedback to be posted to provider pages. The only exceptions should be for content issues, such as profanity, HIPPA violations, relevance and related concerns.
Following this logic, “true transparency” cannot be filtered for patient sentiment. We do recommend filtering for inappropriate content, irrelevance, HIPAA compliance violations, and provider misidentification. “True transparency” builds consumer trust and should result in greater visitor engagement and an increase in appointment scheduling.
Here is how to use Google Analytics campaign tracking to track engagement and conversions on your website.
Standard Google Analytics Reports
To start, log into your Google Analytics Account.
To your left, you see a navigation bar that lists five categories of standard Google Analytics reports. They’ll appear just above the attribution and admin options. Below are the five types of reports:
Realtime reports are for monitoring activity live as it happens on your site. This allows each hit to be reported within seconds of occurring.
These reports give you a real-time look into how many people are on your website.
Additionally, you can see what pages they’re interacting with, and what goal conversions are occurring. They are the only “live” reports on Analytics.
Audience reports help you learn more about your users. Some of these reports include:
- Demographics of your visitors’ age and gender
- Interests of your visitors based on Google’s knowledge of their other searches and site visits
- Geo(graphic) information about the locations and languages your website is being viewed in
- Behavior reporting, including your ratio of new vs. returning visitors and engagement statistics
- Technology reports on what browsers your website is being viewed in
- Mobile usage reports, for understanding your ratio of mobile device to desktop visitors.
- User Flow through your website, which visually shows the digital journeys your users are taking when navigating your site
Acquisition reports show where your website traffic is coming from. Under this section, you’ll find very useful reports for beginners, including:
- Overview report, which allows you to quickly see the types of traffic acquisitions your site is making
- Channels report, which shows you categories of traffic sources your website is receiving, such as direct, referral, and social
- Source/Medium report, which breaks down the specific sources of your traffic according to UTM tracking codes
- Campaigns report, which shows you which specific campaigns are drawing in traffic according to UTM tracking codes
Behavior reports tell you how your visitors are interacting with your content. Useful reports to track include:
- All Pages report, which ranks your top webpages
- Landing Pages report, which shows the top webpages your users are beginning their digital journeys on
- Exit Pages report, which shows the top pages users are leaving your site from
- All Pages report, which gives you insight into individual page performance
- Content Drilldown report, which gives you insight into how separate sections of your website are performing
The final group of reports is the conversion reports. They contain a family of reports that use the goals you created during the account setup process.
- Goals Overview of goal completions, the monetary value of those goals, and more
- Goals URLs that goal completions occurred on
- Reverse Goal Path to help you understand the paths your users are taking on their journey that result in goal conversions
- Goal Flow to discover the source of goal-completion paths by source, campaign, medium, and more.
Tracking a Transparency Campaign Using Standard Google Analytics Reports
In this section, we’ll show you how to use standard Google Analytics reports to track a healthcare review transparency campaign.
Behavior Report Tracking
Let’s start by tracking visitor engagement. Behavior reports are the section of Google Analytics that can show you what pages your visitors are engaging with.
The report we’ll look at is the Content Drilldown report under the Site Content sub-menu. It can show you how the provider profile page section of your site is performing. You can track their performance against other sections of your site, such as a blog or procedure descriptions.
You’ll easily find total page views, unique page views, average time spent on pages, and more. If the campaign is running successfully, you’ll see a large volume of page views, and high average time on page.
Clicking All Pages allows you to see how individual provider pages are performing. It could be useful to understand which provider pages perform best to replicating their success. Additionally, you can use this data to help win provider buy-in into the Transparency program.
Lastly, make sure your provider pages are not ranking highly in the Exit Pages report.
Audience Report Tracking
You could also measure user interest in your profiles by examining digital journeys depicted on the User Flow report under Audiences.
Is a sizable amount of traffic is hitting your provider profiles within the first few interactions? If so, you know you have your audience’s attention.
Conversions Report Tracking
To track appointment bookings, you need to create a goal to measure online appointments if you have not already. Then, pull up a Reverse Goal Path report.
Select your appointment booking goal on the drop-down menu in the top left, just under Reverse Goal Path. What you’ll see below are the paths appointment bookers used to book an online appointment. You’ll know your campaign is working if you see your provider profiles appearing in this report’s previous steps.
A more technical solution for quicker goal tracking is to create a unique destination page for transparency campaign appointment bookings. As a result, you could create a unique campaign goal and track appointments booked from provider profiles separately from other appointments.
Boost Provider Participation with Google Analytics Standard Reports
Passing these metrics on to your providers could help you boost their buy-in to the Transparency campaign. For example, many of our clients start such a campaign with a few providers. They grow the program as metrics from the test group of providers show increased traffic.
Show your providers the positive results and they’ll be asking you to participate.
If you’d like more advice on Google Analytics and transparency campaigns, look into these links:
- [Blog] Setting up Google Analytics for Beginners
- [Webinar] How Prisma Health’s Transparency Program Increased Provider Appointments by 50%
- [Blog] 3 Common Google Analytics Mistakes (And How to Fix Them)
- [eBook] Transparency in Healthcare: Using Online Ratings to Earn Patient Trust
- [Blog] Top Customer Engagement Metrics to Measure
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