Table 2 Considerations for using web and social media analytics when planning and conducting online health interventions

Get to know the data and tools

– analytics tools are often developed for business/marketers; be mindful with interpretation of metrics and dimensions when applied for other purposes

Consider migrating to GA4, and possibly explore also other types of tools such as a tag manager system and behaviour analytics tools (e.g., Hotjar).

Define your questions for useful insights

– specific research questions are required; balance with exploratory work to identify suitable tools, metrics/dimensions and preliminary insights

– use the data to evaluate the program, understand best practice, and to answer specific questions; then implement gained insights to improve your program

Continuously monitor growth of PICNIC using analytics data (using customized dashboards). Explore specific questions and compare results to current study.

Consider time, resources and required expertise

– analytics are time consuming and may require external expertise, allocated resources and cross-disciplinary collaboration

Expand and value collaborations and networking, and optimise use of skillset within existing extended team.

Know your audience and involve them

– use co-design to involve users in the development and design

– combine data sources (such as analytics and qualitative feedback) to understand and align to users’ needs, preferences and behaviours online

Continue participatory action research approach, including qualitative study to further evaluate users experience and perception of PICNIC social media strategies.

Work with social media and content strategies

– understand how the platform and your intervention is used by the audience, and monitor trends in social media algorithms that may impact content reach

– set-up or improve content-, posting- and marketing strategies; for instance, identify ways of increasing post engagement, and consider strategic use of targeted paid posts in combination with predominantly organic content

Conduct a content analysis and combine with qualitative data to understand what type of content is more engaging and/or useful to parents. Include more targeted paid/boosted posts to complement organic content, and evaluate their performance.

Since a high portion of website visitors arrive through organic search, also address SEO.

Keep updated in a rapidly evolving field

– changes can provide new opportunities (e.g., developed platforms or useful tools), but also challenges (e.g., tools removed, updated terms or use, changes in how metrics are measured/estimated, audience migrating to a different platform)

Monitor parents transitioning to other social media platform (e.g. Instagram, TikTok) by monitoring key metrics (reach, engagement) as well as feedback directly from parents.

Regularly explore new tools and updates.