Content Analytics

  • Release version: Yokohama
  • Updated June 14, 2025
  • 2 minutes to read
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    Summary of Content Analytics

    Content Analytics enables ServiceNow customers to monitor and measure employee engagement with content delivered through the Employee Center and campaigns. It collects usage data and generates visual dashboards to provide actionable insights into how employees interact with portal content and campaign materials. This capability is built on the Platform Analytics framework and replaces the previously supported Google Analytics integration.

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    Key Features

    • Dashboards: Four main dashboards offer distinct visualizations and metrics:
      • Content Analytics: Portal engagement metrics such as unique users, average time per page, and bounce rate.
      • Content Analytics - Basics: Portal page visits, including visits per day and most frequently viewed pages.
      • Campaign Analytics: Campaign engagement metrics, to-dos, and impact, with filtering by campaign or success goal.
      • Campaign Overview: Campaign performance data including closed tasks and user actions.
      • Content Library Overview: Performance of content published to the portal or Now mobile app, including views, reactions, comments, and replies.
    • Tracking Profiles: Define the context (portal, campaign, application) for data collection. Out-of-the-box profiles include Content Experiences and Content Publishing. Custom profiles can be created to track custom widgets or pages.
    • Data Collection and Storage: User interactions are initially stored in browser memory and then transferred to server tables after navigation or time intervals. Data is organized in specific tables such as Tracked Event, Page, and Visit aggregates, which feed the dashboards.

    Practical Application for ServiceNow Customers

    By activating and configuring Content Analytics tracking profiles, customers can gain detailed visibility into how employees engage with various content types and campaigns. This helps optimize content strategy by understanding user behavior, improving portal effectiveness, and measuring campaign success through actionable metrics. Monitoring these analytics empowers organizations to enhance employee experience and content relevance within the Employee Center environment.

    Monitor and measure the impact of the content you provide through the Employee Center and in campaigns using Content Analytics.

    Content Analytics collects data and generates visualizations on employee engagement with content in the Employee Center. Content Analytics is powered by the Platform Analytics framework.
    Note:
    Google Analytics is no longer supported as Google has stopped offering the integration.

    Content Analytics dashboards

    Dashboards display data visualizations in widgets. Each widget displays data for specific parameters, such as user interactions with content. Content Analytics includes four dashboards:
    Table 1. Content Analytics dashboards
    Dashboard Description of data visualizations
    Content Analytics Portal engagement metrics, including unique users, average time per page, and bounce rate.
    Content Analytics - Basics Portal page visits and views, including visits per day and most-frequently viewed pages.
    Campaign Analytics Campaign engagement metrics, to-dos, and impact, filtered by campaign or campaign success goal.
    Campaign Overview Campaign performance metrics by campaign, including tasks closed and user actions.
    Content Library Overview dashboard Performance metrics for content published to the portal or Now mobile app.
    Content engagement Metrics on user engagement, such as content views, reaction icon clicks, comments, and replies to comments.

    Setting up Content Analytics

    1. Activate Content Analytics
    2. Establish the tracking profile, by performing one of the following steps:

      For more information on tracking profiles, see the section below.

    3. To track analytics for a custom widget or page, you must add the tracking profile to the header: Set up Content Analytics tracking

    Tracking profiles

    Tracking profiles define a bucket where you want to capture analytics. It can correspond to a portal, campaign, application, or any context you like.

    Two tracking profiles are included out-of-the-box: Content Experiences and Content Publishing. You can use either one to collect data on content that is displayed with an out-of-the-box widget. If your portal is publishing content to custom widgets, you must update an out-of-the-box tracking profile to collect data for those widgets or create a new tracking profile.

    Data collection and storage

    Content Analytics stores collected data in tables, which are organized by data type.
    Note:
    If a dashboard does not display visualizations, check that the data is being collected by opening a table. Enter the table name in the navigation bar, appended by .list.
    For a list of Content Analytics tables, see Components installed with Content Analytics.
    This is an overview of the process by which Content Analytics collects and moves data:
    1. The users performs an action, such as opening a page or clicking a link.
    2. Content Analytics collects that data point and stores in the browser memory.
    3. After a user navigates to other content or after five minutes, the data moves to the server in memory.
    4. The data moves to the content analytics tables.
      • Tracked Event [sn_cda_tracked_evt_agg]
      • Tracked Page [sn_cda_tracked_page_agg]
      • Tracked Visit [sn_cda_tracked_visit_agg]
    5. The tracking profiles trigger runs to transfer data to the shared analytics tables.
      • Event Statistic [sn_cda_event_stat]
      • Page Statistic [sn_cda_page_stat]
      • Analytics Visit Statistic [sn_cda_analytics_visit_stat]