If you use Google Analytics to track user behaviour on your website, you might also want to gain similar insights into your Help Center's visitors. You can track:
- How your Help Center traffic trends over time.
- How long your users spend on each article.
- How many articles they read in a session.
- What websites they come from, and more.
How to install Google Analytics on your Help Center
It's easy to integrate Google Analytics with your Help Center - you just need your Google Analytics tracking ID.
Once you've copied your tracking ID from your Google Analytics account, go to your Help Center settings and add your tracking ID under 'Google Analytics tracking ID':
Once you hit 'Save changes', Google Analytics will start tracking your Help Center's traffic from that hour onwards.
Note: Your Help Center's traffic can take a couple of hours to appear in Google Analytics. Also, you can't retrieve data from any period before you added your tracking ID.
Gain more insights into your Help Center's performance
If you integrate Google Analytics with your Help Center, you'll be able to analyze your help articles in more detail. Here are some ways you can gain further insights into their performance:
Optimize your articles for search engines
If you'd like your Help Center to help drive more traffic from search engines, you should optimize the titles and subheadings of your articles that receive the least organic traffic. You can track how much traffic your Help Center receives from search engines using Google Analytics, and see which individual articles drive the most and least traffic from organic search.
Use clear and simple language to improve how search engines read your article, and help your visitors discover your articles from search more easily. Also, consider what keywords your visitors might use to search for the problem your article solves, and incorporate those keywords into your article.'
Cut articles that aren't getting views
It's important to keep your Help Center clutter-free. You should conduct periodical audits to ensure all of your articles are relevant to your customers. If you analyze your articles' traffic over a long period in Google Analytics, you might find that some articles no longer receive any views. If you find these articles are no longer relevant to your product, consider improving or deleting them.
Keep your users engaged
Ensure you're providing easy-to-follow instructions for your users, so they don't get overwhelmed by your article and leave. You can use Google Analytics to track how much time your users spend on each of your articles. If you find that users are spending less than 30 seconds on articles you think require more time to understand, you should look for ways to streamline your articles' language and structure.
Provide links to relevant articles
When your users visit your Help Center, they're usually looking for an answer to one specific problem. They might only need to read one article to solve that problem. But if you'd like to help them become experts at using your product or service, you need to provide them with extra value.
If you've written a how-to guide to using a feature, for example, keep your users engaged by providing them with a link to best practices to using that feature in the body or at the end of your article. You should try to provide valuable links in all of your articles where relevant. You can then track how successful your linking strategy is in Google Analytics, by checking how many pages your users read on average when they visit your Help Center.