Analytics: Drivers

The Drivers report is looking at what is "driving" candidates in to apply and ultimately to be hired. This is a direct-response type of report that is trying to understand the very bottom of the recruitment marketing funnel, what was the "last click" that drove the desired conversion point, typically a completed application.

In the "Advanced Options" portion of this report, you can alter the attribution model on the fly. It is defaulted to "last click" but can be updated to "first click" or "even weight." In all of these attribution models, we are only analyzing the impact of clicks, not impressions. (Impressions are important in the Influencers report.) We're looking only at clicks here, because the result we're looking at is for what is driving candidates into a careers website and ATS, so that we can optimize toward those best performing bottom-of-funnel sources.