Defined and calculated metrics will come out of box you request and receive a KPI dashboard for your VA.gov product. You can use the following table to if you are looking to ideate for additional metrics to track on your own.

Theme

Suggested Metrics

All

Forms

Content

Search

Veteran-facing Services (VFS) Examples
Can apply to any VFS

Veteran-facing Services (VFS) Examples

Caregiver - 1010CG

Veteran-facing Services (VFS) Examples

Learning Center

Veteran-facing Services (VFS) Examples

Yellow Ribbon, Find VA Forms, GIBCT, On-site Search

Findability

Total top of the funnel users vs. total VA.gov users or eligible users

Example segments to evaluate:

  • Keyword ranking (SEO)

  • % eligible users

  • % of source entry breakdowns (across organic, on-site search, direct)

  • User segments

Other metrics to consider:

  • How fast existing eligible users try new services

  • How fast new eligible users use existing services

Total top of the funnel users vs. total VA.gov users or eligible users

Example segments to evaluate:

  • Keyword ranking (SEO)

  • % eligible users

  • % page/session breakdown before starting form

  • User segments

  • Average session duration before starting a form

  • % of search refinements of form keyword queries

  • % of pageviews driven by /find-forms

  • Number of successful applications over time vs. number of eligible Veterans for the service

Total top of the funnel users vs. total VA.gov users

Example segments to evaluate:

  • Keyword ranking (SEO)

  • % eligible users

  • % page/session breakdown before starting form

  • User segments

  • Average session duration before the content page

Total top of the funnel users vs. total VA.gov users

Example segments to evaluate:

  • Keyword ranking (SEO)

  • % page/session breakdown before the search page

Ease of Use

Time to complete

Call Center Volume

Example segments to evaluate:

  • Time between actions/steps/pages

  • Top dropoffs/page exits

  • % logged in users

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Time to complete the form (time from introduction page to successful form submission

Call Center Volume

Example segments to evaluate:

  • Time between actions/steps/pages

  • Top dropoffs/page exits

  • % logged in users

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Time to complete (time from page entry to Call to Action interaction)

Call Center Volume

Example segments to evaluate:

  • Traffic per page/section

  • User segments per page/section

  • Top Calls to Action

  • % logged in users

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Time to complete (time from search page entry to Call to Action interaction)

Call Center Volume

Example segments to evaluate:

  • Avg. time to complete per Call to Action

  • Traffic per page/section

  • User segments per page/section

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Service Completion

Funnel % Completion/Conversion

Total users for your VFS vs. total VA.gov users

Segments to look for:

  • Time between actions/steps/pages

  • Top dropoffs/page exits

Other metrics to consider:

  • Time on page

  • Scroll depth

  • Bounce rate

Funnel % Completion/Conversion

Total submitted applications from your VFS vs. VA.gov users vs. paper application submissions

Segments to look for:

  • Time between actions/steps/pages

  • Top dropoffs/page exits

  • User segments of conversions and dropoffs

Funnel % Completion/Conversion: % of users completing Calls to Action

Total users who have completed a call to action for your VFS vs. VA.gov users

Other metrics to consider:

  • Time on page

  • Scroll depth

  • Bounce rate

Funnel % Completion/Conversion: % of users completing Calls to Action/Click through Rates

Total users who have completed a call to action for your VFS vs. VA.gov users

Other metrics to consider:

  • Recurring Users: Monthly or Weekly Active Users

  • Time on page

  • Scroll depth

  • Bounce rate

  • Conversions for your page vs. conversions from other entry or search pages

Trust

Customer Satisfaction

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Customer Satisfaction

Other metrics to consider:

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Customer Satisfaction

Segments to look for:

  • User segments

Other metrics to consider:

  • % users clicking backlinks

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback

Customer Satisfaction

Segments to look for:

  • User segments

Other metrics to consider:

  • % users clicking backlinks

  • Sentiment analysis from qualitative survey feedback

  • Sentiment analysis from qualitative call center feedback