Knowledge Base Analytics: What Should Be Measured?
Imagine this scenario. You and your team put in the effort from research to implementation, and you have rolled out a new knowledge base to your users. Better yet, it’s being used—colleagues, customers, and stakeholders regularly rely on the knowledge base, sharing its advantages and leveraging the information to improve their own work and your organization’s success.
Congratulations on this achievement. However, the journey doesn’t end at launch. Effective knowledge base management requires ongoing attention—and that’s where knowledge base analytics come in.
We often think we understand our users’ needs but are sometimes surprised by which resources they actually use. To ensure your knowledge base continues to drive organizational success, it’s essential to recognize that users’ needs evolve. Regular monitoring, analysis of user behavior, and continual updates are necessary to keep content relevant, accessible, and actionable.
Knowledge Base Analytics: Search
Search statistics are a fundamental starting point, as many interactions in a knowledge base happen through search. Key metrics and considerations include:
- Total number of searches: Are users primarily relying on search or browsing through links? Comparing total search count to overall visits reveals how users navigate, helping to uncover patterns and trends.
- Search terms: What are users looking for? Tracking the most frequent searches allows you to prioritize content updates and identify new topics.
- Unsuccessful searches: How often do searches yield no results? Repeated failed searches flag knowledge gaps or opportunities for fresh articles.
- Top searches over time: Are certain queries consistent or trending? Ongoing demand signals where more detailed content or frequent updates are needed.
Article Views
Analyze content engagement by tracking article or resource views:
- Total number of views: Which articles attract attention? High-traffic items indicate popular or essential topics.
- Duration of views: How long are users staying on an article? Time spent provides insight into how helpful and engaging the content is.
- Top articles over time: Which pieces are most regularly used by stakeholders? High and sustained traffic often highlights business-critical areas.
- View source: How are users finding each article—search, navigation, external links, or referrals? Understanding these sources guides you on how to promote content or improve accessibility.
- User feedback: Does your knowledge base solicit direct feedback, ratings, or comments? Regularly review and respond to suggestions or questions to maintain relevance and effectiveness.
Beyond quantitative metrics, periodic user conversations are crucial. Direct feedback clarifies ambiguities—such as whether a rarely viewed article is outdated, redundant, or simply well understood by the community.
In short, combine analytics with conversations to develop a nuanced understanding of how people interact with your knowledge base. Regularly review your data and leverage those insights to support your mission and operational clarity.
