Currently submitted to: JMIR Formative Research
Date Submitted: May 25, 2026
Open Peer Review Period: Jun 3, 2026 - Jul 29, 2026
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Using Web Analytics to Understand and Enhance Residency Program Website Engagement Across the Recruitment Cycle
ABSTRACT
Background:
Residency program website is a key source of information for applicants throughout the recruitment cycle. Despite its importance, most programs do not systematically measure applicant engagement and therefore miss opportunities to optimize website and recruitment strategies. Web analytics tools, such as Google Analytics, provide objective measures of website engagement and user behavior.
Objective:
Use Google Analytics to evaluate patterns of residency program website engagement across three consecutive recruitment cycles and compare engagement trends between newly accredited and legacy residency programs.
Methods:
We analysed Google Analytics data from nine ACGME-accredited residency programs at a large community hospital across three consecutive recruitment cycles (2022 – 2023, 2023 – 2024, and 2024 - 2025). Metrics included total views, engaged sessions, engagement rate, primary referral sources, page-level traffic, and geographic origin of users. Descriptive analyses were performed, and engagement patterns were compared between newly accredited programs (established after 2018) and legacy programs.
Results:
Across most programs and recruitment cycles, website engagement demonstrated a two-peak pattern, with a primary peak in September around the opening of the Electronic Residency Application Service (ERAS) and a secondary peak around the certification deadline of National Resident Matching Program (NRMP) Rank Order List (ROL). The most engaged sessions originated from the United States, followed by India and Pakistan. The program home page, Current Residents, Faculty, and Curriculum pages consistently ranked among the most engaged content areas. Google search was the dominant referral source, followed by direct access, My ERAS, and Residency Explorer.
Conclusions:
Program websites are continuously reviewed by applicants throughout a recruitment cycle, particularly during key decision-making periods. Google Analytics provides actionable insights into applicant information-seeking behaviors, preferred content, and geographic interest. These findings may serve as a framework for using website analytics to inform residency recruitment strategies.
Citation
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