Lately, I’ve seen a collection of blog posts about using Google Analytics for technical or, more generally, informational content that seem to use a formative research method, that goes something like, here’s the data you can collect, now let’s imagine the questions that it might answer. It’s not that this method is not valid, just that it’s one that is usually done at the beginning of a project and it doesn’t scale particularly well. What many technical communicators could use on a daily basis is summative data on how their content is doing on a day-to-day basis.
Can Google Analytics provide useful summative metrics? Sure, but very few that monitor what matters to the reader. Most of them fall into the vanity metrics category for informational content. The reason is that people don’t come to informational sites to read web pages or click links (which is what Google Analytics tracks). They come to accomplish a goal—a goal that is likely not found in your informational web site. Your site, if it is doing its job, is a means to another goal.
So, how can you measure whether a reader accomplished their goal? And, by measure, I mean observe directly and not infer (or imagine) reader behavior.