Promotional Page Dashboard
Learn more about how visitors are interacting with Promotional pages and how you can utilize dashboard data to improve your content on Mass.gov.
Summary
Much like the Mass.gov Analytics Dashboards, the Promotional page dashboard is meant to help you determine if your content is fulfilling its purpose and visualize how visitors are interacting with your page. This dashboard provides actionable insights to help you improve content.
The Promotional Page Dashboard will not work in Internet Explorer. Use a different web browser like Chrome or Firefox.
This dashboard includes the following tabs:
Audience
Visitor interactions
KPIs & page health
There is only 1 filter in the Promotional page dashboard: a date filter. This filter can be used to view content from just the past day to the entire year. The date filter automatically defaults to "Last quarter."
Where to find this dashboard in the CMS
You can find the Promotional Page Dashboard by selecting any Promotional page in the CMS, and clicking the "Analytics" tab.
Exporting data
If there are specific charts or data tables you would like to export from the Promotional Page Dashboard, you can do so.
Click the three stacked dots you see on the dashboard above the data you'd like to export. Once you click the three stacked dots a box will appear. Click "Export CSV" and it will download a CSV of the data.
If you would like to export all the data you have filtered in the Promotional Page Dashboard, please file a Mass.gov ServiceNow request and tell us what information you would like.
Audience report
This helps you to learn more about who is visiting your Promotional pages.
In the "Audience" tab you can see:
Total pageviews and sessions
Devices your page visitors use (desktop, mobile, or tablet)
Where your traffic comes from (social media, search, mass.gov)
Pageviews and sessions
Here you can see the trend lines for pageviews and sessions during the time-frame you set in the date filter.
Hovering over a point on either trend line displays the total number of pageviews and sessions for that point in time.
Visits by device type
This shows which type of device visitors are using to view your Promotional page:
Where sessions come from
This reveals where visitors are coming from to get to your page, such as:
Social media
Search engines
Other pages on Mass.gov
Visitor interactions
This tab shows which links visitors clicked, as well as how they interacted with any videos you have on your Promotional Page."
More specifically, you can see:
Clicks
Video interactions
Visitor interactions by device
Visitor interactions by browser
Clicks
This shows how often each link on your page was clicked. Knowing this information could help inform changes to your page design if you're looking to encourage more visitors to click on certain links.
Video interactions
To the right of the Clicks section, you will see Video interactions if your page features any videos. Data displayed includes:
Video host: Whether the video clicked on your Promotional page is a Youtube or Vimeo video
Action: How a visitor interacted with the video, whether they played or paused it, and how much of it they watched.
Number of interactions: The number of times an event_action happened.
Visitor interactions by device
This shows which devices were used by visitors who interacted with links on your page.
If you notice a very high percentage of mobile users, you might want to view the page yourself from a mobile device to make sure it is easy to navigate.
Visitor interactions by browser
This shows which browsers were used by visitors who clicked on Promotional page links.
If you notice a large percentage of visitors using certain browsers, you might want to check out your page from those browsers to make sure it is easy to navigate.
This chart will only show the top five browsers used by visitors to your Promotional page.
Key Performance Indicators (KPIs) and page health
This tab shows progress toward the Key Performance Indicator (KPI) goals that you set. It also shows page health metrics (broken links and readability) that tell if anything is going wrong.
KPIs
You’ll see one chart for each of the KPIs you selected. The charts show 2 lines: one for the goal you set in the CMS, and the other for the actual data collected. If you are not meeting the goal you set for your Promotional page, consider making changes to the content of the page or changing the goal.
Hovering over a point on either line displays the actual data and the goal you set for that month.
Filtering your KPI data
KPIs differ from other metrics on the Promotional page dashboard because they're calculated by month. All others are by day. As a result, the date filter affects KPI data differently. All KPI data is tied to the first of the month. Here are some examples of what you'll see with different date filters:
Jan. 1, 2020 – Jan. 31 shows all data for January
Jan. 1, 2020 – Jan. 15 also shows all of January's data
Jan. 2 – Jan. 14 shows no KPI data
Dec. 31 – Jan. 14 shows all of January’s data but none of December's
Dec. 1 - Jan 2. shows all December and all January data
1st of the current month to a date in the middle of the current month – shows the current month's data so far
Page Health
The page health data displays the number of broken links on your page and its readability.
If your page has any broken links, you can log in to Siteimprove to identify which ones are broken and fix them.
The readability score uses the Flesch-Kincaid algorithm to measure how easy or difficult it is to read your content. Mass Digital recommends that you aim for 6th grade reading level. You can use Siteimprove to identify where your content's readability can be improved.
Was this article helpful?
Last updated
