Content Analytics

  • Release version: Australia
  • Updated June 5, 2026
  • 3 minutes to read
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    Summary of Content Analytics

    Content Analytics enables ServiceNow customers to monitor and measure employee engagement with content presented through the Employee Center and campaigns. It leverages the Platform Analytics framework to collect data and generate visual visualizations about user interactions, replacing the previously supported Google Analytics integration.

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    Content Analytics Dashboards

    Several dashboards are included to provide insights into content performance and user engagement:

    • Content Analytics: Displays portal engagement metrics such as unique users, average time per page, and bounce rate.
    • Content Analytics - Basics: Shows portal page visits and views, including daily visits and most viewed pages.
    • Campaign Analytics: Provides campaign engagement metrics, to-dos, and impact filtered by campaign or success goals.
    • Campaign Overview: Summarizes campaign performance metrics, including closed tasks and user actions.
    • Content Library Overview: Displays performance metrics for content published to the portal or Now mobile app.
    • Content Engagement: Tracks user engagement such as views, reaction icon clicks, comments, and replies.

    Setting Up Content Analytics

    To activate Content Analytics, establish a tracking profile by either activating a default profile or creating a custom one. Tracking profiles define the scope for analytics data collection, such as portals, campaigns, or applications. For custom widgets or pages, the tracking profile must be added to the header to ensure data capture.

    A new Enable Tracking field for email content notifications controls whether tracking is applied, with existing notifications defaulting to tracking off and new ones defaulting to enabled for flexibility.

    Audience calculation can be enabled or disabled to optimize performance for complex audiences. When disabled, audience counts appear as zero in dashboards. This setting is controlled via a system property named sncd.analytics.audiencecalculationenabled.

    Data Collection and Storage

    Content Analytics collects user interaction data in real time, temporarily storing it in browser memory before transferring it to server-side tables. The data is organized by type in several tables, supporting dashboards and analytics processes.

    If visualizations do not appear on dashboards, verify data collection by accessing the relevant tables in the system. Key tables include tracked events, pages, visits, and aggregated statistics.

    Key Benefits for ServiceNow Customers

    • Gain detailed insights into employee content engagement across Employee Center and campaigns.
    • Use customizable dashboards to monitor content performance and inform improvements.
    • Track and analyze engagement metrics specific to portals, campaigns, and custom content widgets.
    • Control tracking settings for email notifications and complex audience calculations to optimize analytics accuracy and system performance.
    • Leverage structured data storage for reliable analytics and troubleshooting.

    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 the following 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 following.

    3. To track analytics for a custom widget or page, you must add the tracking profile to the header: Set up Content Analytics tracking
      Important:
      A new Enable Tracking field has been introduced to content notifications, designed specifically for email content. Existing notification records will have this field inactive by default, in line with prior system settings and by default, existing email content will have tracking turned off. However, for new email notification contents, the Enable Tracking option will be available for your selection and will be automatically enabled on new record creation. This feature provides greater flexibility, allowing you to determine whether tracking should be applied to specific email content record.

    Content Analytics audience calculation

    Audience calculation may now be turned off to accommodate complex audiences that could potentially hinder the performance of certain analytics processes.

    Note:
    When enabling audience calculation for analytics the audience size is computed for each content item. When disabling audience calculation for analytics, audience count will show zero in Analytics dashboards.

    In system properties the name should be set to sn_cd.analytics.audience_calculation_enabled. The Type field should be set to true/false and the Value field should be set to true.

    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 by default: Content Experiences and Content Publishing. You can use either one to collect data on content that is displayed with a default widget. If your portal is publishing content to custom widgets, you must update a default tracking profile to collect data for those widgets or create 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]