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Vaccinesignup.massgov dashboard

Summary

This dashboard uses data from a cross-domain Google Analytics view that includes mass.gov, search.mass.gov, and vaccinesignup.mass.gov (along with the latter's development environment). It doesn't have an owner outside the web analytics team, though we anticipate that there may be requests for this kind of data.

Dashboard filters

‌The date selector defaults to the last 30 days.
Also, a filter of Hostname=vaccinesignup.mass.gov is applied to the whole report, except to the 2 charts showing traffic to mass.gov on page 1.

Page 1: Vaccine Signup traffic

The 2 scorecards and the chart at the top show unique pageviews (traffic) and users to the vaccine signup site. The 4 charts below show the traffic by hour and by weekday to vaccinesignup and mass.gov respectively (for comparison).

Page 2: Vaccinesignup acquisition and demographics

The top left table shows which mass.gov pages brings people to vaccinesignup.mass.gov. We've applied the following filter:previous page path starts with www.mass.gov AND landing page contains vaccinesignup.mass.gov
The top right table shows sources for vaccinesignup.mass.gov. It's filtered: landing page contains vaccinesignup.mass.gov . Note that Mass.gov can't be a source, since this is cross-domain data.
The map shows user locations, and the accompanying table breaks out map data by region and city. A filter of event action contains click is applied.
The 4 charts at the bottom basically show browser information, browser language, device category, and users' age groups.

Page 3: Vaccinesignup engagement

This page summarizes site use. It includes:
  • The number of people who have registered at least once
  • The number of sessions in which someone has landed on the site but not registered (abandonment)
  • The abandonment rate (users who have not submitted / total users). Technically, the way we calculate abandonment rate is to find the non-registrants via users - submitters, and then to divide that by the total users.
  • Link clicks grouped by url
  • Drop-off per form page

Drop-off per form page

This table gives us a sense of how many people don't make it all the way through the form. It's achieved by taking the total number of unique pageviews per page, and calculating a running negative total from page 1 to page 6 (i.e. start to finish). For example, if the first page has 10 unique pageviews, and the second has 5, then the running negative total is -5.
For convenience, this table also converts the form URLs, which are not particularly pretty, into much more readable names using the following case statement. (The code doesn't paste well in Gitbook, but if we ever need to rebuild, it'll be a lot easier than a screenshot).
CASE WHEN REGEXP_MATCH(Page, '.16%.') THEN "Vaccine Signup Form Page 1" WHEN REGEXP_MATCH(Page, '.32%.') THEN "Vaccine Signup Form Page 2" WHEN REGEXP_MATCH(Page, '.50%.') THEN "Vaccine Signup Form Page 3" WHEN REGEXP_MATCH(Page, '.66%.') THEN "Vaccine Signup Form Page 4" WHEN REGEXP_MATCH(Page, '.100%.') THEN "Vaccine Signup Form Page 5" WHEN REGEXP_MATCH(Page, '.success.') THEN "Vaccine Signup Form Submitted" ELSE 'Page 1/2/3/4/5' END

Page 4: Segment comparison: Browsers

This page shows a browser and session-duration comparison between submitters and non-submitters. All charts rely on segments. All metrics are users.

Page 5: Segment comparison: Device and age

Same as the previous page, but the metrics we're comparing are age and device category (for submitters vs. non-submitters). Again, all charts use the appropriate segment. All metrics are users.

Page 6: Segment comparison: Source/medium

Compares source/medium for submitters and landing page to source/medium and landing page for non-submitters. All charts use the appropriate segment. All metrics are users.
Note: Remember that this is a cross-domain property, and so a session may begin on any of the sites it contains.

Page 7: User frequency and user flow

Shows:

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Last modified 1yr ago
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Contents
Summary
Data sources & links
Dashboard filters
Page 1: Vaccine Signup traffic
Page 2: Vaccinesignup acquisition and demographics
Page 3: Vaccinesignup engagement
Drop-off per form page
Page 4: Segment comparison: Browsers
Page 5: Segment comparison: Device and age
Page 6: Segment comparison: Source/medium
Page 7: User frequency and user flow