Intranet analytics: How to use data to improve your comms strategy

54% of internal communicators say that measuring their impact is a top challenge, but when internal communication impacts the entire employee experience, HR and comms need to be using data to impact engagement, development, satisfaction, productivity and retention and reduce information overload that causes stress, burnout and mental fatigue. 

Information overload is a key driver of workplace stress and our ‘Mental Health in the Workplace Report’ found that 58% of us have suffered from work-related stress recently. Companies must do better to ensure employees have seamless access to all the information they need, and that messages are targeted, relevant, and helpful. 

Download Report 📖 Mental Health in the Workplace Report 

Analytics are the only way you’ll know how to improve your comms strategy and make evidence based decisions that really prove the value of internal communications as a business function. 

But many organisations still struggle to bridge the gap between having data and actually using it to drive results. The right intranet will enable you to easily understand your employees’ needs through robust analytics and survey results, this is the only way to ensure your content resonates and that your comms strategy is effective.

In this blog, we’ll dive deeper into what intranet analytics are and why they matter, why having a data-driven comms strategy is important, five comms metrics to track, how analytics can inform your comms strategy, top 5 intranet providers with intranet analytics and best practices.

What are intranet analytics and why do they matter?

Intranet analytics are data points that track how employees engage with internal digital workspaces. They matter because they transform internal comms from guesswork into a data-driven strategy. Intranet analytics should track various metrics like:

• Total users

• Total logins 

• Top contributors 

• Top viewers of content 

• The amount of content created

• Volume of content consumed

• Percentage increase and decrease over time of content consumed

• Popular searches

• Most active times

By utilising these types of metrics you can improve the employee experience and ensure that the intranet is actually helping your workforce, rather than adding to the noise. If you want to show the impact of your internal communications efforts? Analytics give you all the evidence you need to show leadership the impact of internal communications. Here’s how data benefits comms professionals: 

• Proving ROI: Showing leadership exactly how comms impacts engagement, retention, turnover etc.

• Reducing "noise": Identifying which channels and content formats work best.

• Targeting content: Ensuring comms are targeted and tailored to job roles and departments. 

• Improving sentiment: Using data to see how employees actually feel about company news.

Why is a data-driven internal communications strategy important?

An internal comms strategy is a roadmap for how information flows within your business. It’s about ensuring every employee—from the boardroom to the frontline—understands the company vision, feels connected to the culture, and has the information they need to do their job.

A data-driven internal communications strategy? Rather than gut feels and guesses on what comms resonate, you have the right tools to continuously make evidence backed decisions that reflect your workforce and how they consume content. 

A strategy rooted in data ensures that you are delivering the right message to the right person at the right time.The benefits? 

• Improved content relevance: No more "guessing" what employees want to read.

• Reduction of information overload: Removing content that doesn't perform.

• Increased search success: Ensuring employees find answers faster.

• Better alignment with business goals: Proving the ROI of your communications.

5 must-track metrics for every internal comms pro

Here are the five internal comms KPIs that every comms professional should be tracking:

1. Search intent & success rate: What are people looking for? If "benefits policy" is the top search but has zero clicks, you have a content gap that needs fixing immediately.

2. Engagement by segments: Is your sales team engaged while your warehouse team is silent? Use audience segmentation to understand your workforce and tailor your approach and delivery accordingly.

3. Content reach & read rates: Knowing how many people saw a post is one thing; knowing they stayed on the page long enough to read it is what informs a real strategy.

4. Employee sentiment: Use pulse surveys and reaction analytics to see if a major announcement was met with excitement or anxiety.

5. User-generated content (UGC) volume: A healthy strategy encourages two-way comms. Tracking how many employees are posting and commenting shows the true strength of your culture.

How do analytics on an intranet inform an internal comms content strategy?

Analytics are the key to informing your internal communications content strategy because it helps you understand how your employees interact with your intranet content, what they’re searching for and what needs to be changed. With analytics you’ll be able to: 

Identify what content you need to create with search analytics

Understanding what your employees are searching for is crucial for making intranet navigation seamless and crafting relevant content. Having a real-time feed of popular searches within your organisation means you can make impactful decisions that improve the user experience and encourage people to engage with your intranet. 

If you see a spike in searches for "expenses policy" but your analytics show low click-through rates, you’ve found an information gap. Your strategy should then pivot to making that specific content more discoverable or updating the article to ensure it actually answers the questions being asked.

💡 Tip: Look at your top performing articles, most viewed documents, things that people are frequently searching for to reveal priority subjects that you can expand into campaigns, FAQs and evergreen content and pages. 

Spot gaps, clutter and potential issues

Low views, high bounce rates and failed searches point to missing content or content that needs to be enhanced through re-writing, reformatting or moving to a new space on your intranet. Your analytics should also allow you identify pages with no traffic that should be archived or consolidated into other, higher performing pages. 

Shape structure, UX and personalisation 

Your workforce is not a monolith. What resonates with your frontline staff will be different to the things that interest your head office. Having an intranet that allows you to easily segment your audience will enable you to see engagement trends across different departments, locations and even job roles. 

By understanding the specific needs of different teams, you can tailor your communication efforts. If the "operations" team has low interaction rates with long-form blogs, your strategy for that segment should shift toward shorter, "snackable" updates or video content.

💡 Tip: Search behaviour, segmentation, what device people view content on — all of these things are insights into how you should structure your intranet homepages, hubs and pages so that your employees can reach the content that they need easily. Having data that allows you to dig deeper and personalise content by role, location and department means that people see fewer generic announcements, and more relevant personalised content. 

Govern and iterate your strategy 

Analytics will ensure those who are responsible for intranet governance can review content regularly, guided by agreed KPIs like engagement, search success, and intranet adoption rates. Consider quarterly reviews of dashboards and your benchmarks will help inform your editorial calendar, retire outdated content and test new formats and campaigns over time.  

By analysing trends and patterns, you can identify "hero content." If a particular type of post is driving increased engagement, you can replicate that success by building similar themes into your future comms strategy and calendar. Let’s look at some examples:

 

Get tips and insights with AI-generated reports

As a busy comms professional it can be hard to find time to regularly assess your analytics, and so having an intranet that can give you a helping hand with your analytics and recommendations can give you immediate clarity to make decisions and understand what’s working well. 

As well as reporting features inside your intranet that you can dive into, our platform provides you with an AI-generated monthly report. These reports cover user behavior and trends whilst diving deeper into content creation, content effectiveness, viewing patterns and engagement, top consumed content and search trends, enabling you to make data-driven decisions without needing to do the manual legwork. 

As David Maynard, Head of Central Operations at Pizza Express, notes:

"Through the reporting suite, we can find trends and patterns in user behaviour which is really helpful for us to understand and make improvements."

💡 Tip: By combining these analytical insights with regular employee feedback, you create a culture where employees see that you are listening. When your content strategy evolves based on their actual behaviour, it builds trust and strengthens your internal community.

Top 5 intranet providers with strategic analytics

If you are looking for a platform to power your internal comms strategy in 2026, these are the top contenders:

 

Intranet analytics best practices

Before you dive into the data, keep these best practices in mind to ensure your strategy stays on track:

• Tip 1: Set "Value-Based" Goals. Don't just track logins. Set bigger goals relevant to your workforce like "Reduce 'How-To' questions to the IT desk by 20% through better intranet documentation."

• Tip 2: Respect Employee Privacy. Be transparent about what you track. Focus on aggregate trends rather than individual monitoring to maintain trust.

• Tip 3: Create a "feedback loop." Data tells you what is happening, but talking to your team tells you why. Combine your analytics with regular focus groups to really dig deeper into what your employees want and need. 

• Tip 4: Clean Up Your "ROT". Use analytics to find Redundant, Outdated, and Trivial content. If a page hasn't been viewed in 6 months, archive it to keep your search results clean.

FAQs

• What are the best intranet analytics tools for employee engagement?

The best tools provide a mix of behavioural data and sentiment analysis. Oak Engage is a leader for strategic IC teams due to AI-generated reporting, while Workvivo excels at social engagement tracking and Staffbase offers robust multichannel analytics for large-scale enterprises.

• How do you measure intranet adoption?

Intranet adoption is measured by comparing Daily Active Users (DAU) against your total employee count. A successful adoption strategy also tracks "Time to First Action" for new hires and the percentage of employees who have completed their user profiles.

• What is a good search success rate for an intranet?

A high-performing intranet should aim for a search success rate of 80% or higher. If more than 20% of searches result in "zero clicks" or "no results found," it indicates a significant information gap that needs to be addressed in your content strategy.

• Which KPIs best indicate intranet content effectiveness?

Move beyond vanity metrics like "page views." The most effective KPIs are Dwell Time (reading depth), Scroll Depth, Click-Through Rates (CTR) on call-to-action buttons, and Sentiment Reactions (likes/comments), which indicate true resonance.

• How to use search analytics to prioritise content updates?

Review your "Top Search Terms" weekly. If you see a high volume of searches for a specific topic (e.g., "Holiday Policy") but low engagement on the resulting page, prioritise that page for a rewrite or a format update to better meet user intent.

• How to run a content audit using intranet analytics? 

Use your analytics platform to filter content by "Last Viewed Date." Any page that hasn't been accessed in 6 months is likely ROT (Redundant, Outdated, or Trivial). This identifies exactly which pages should be archived or merged to keep your search results clean.

• How to set measurable goals for intranet content strategy success?

Align your content goals with business outcomes. Instead of "Increase views," set a goal to "Decrease HR support tickets by 15% through optimised self-service documentation" or "Achieve a 90% read-rate on mandatory safety updates."

Ready to stop guessing and start growing your engagement? Book a demo with Oak today.