Web analytics collects the activity of the public in their interaction and navigation through the websites. From this tracking, data is generated (visits, page views, duration of visit, etc.) which through subsequent analysis, allows us to analyze whether they are finding the information they are looking for, if the public is satisfied with their browsing experience... The Government of Catalonia has a corporate website analytics tool, Gencat Analytics, based on the Webtrends product to perform the website analysis.
The benefits expected from the implementation of the website analytics system belong to three areas: strategic, operational, and decision-making:
- Improve the service to the public by increasing the quality of the service.
- Increase the level of satisfaction with the service.
- Attract more visitors to the website.
- Improve loyalty (whereby casual visitors become users who use the service regularly).
- Evaluate the effectiveness of each action carried out on the website and balance the costs with the benefits.
- Meet demand: identify new services, prioritize those that are most successful, highlighting those with costs...
- Learn about the audience profile.
- Improve positioning.
- Have a methodology for implementing improvements.
Gencat Analytics is the name we have given to the corporate website analytics solution, based on the Webtrends software.
The corporate website analytics tool is based on the analysis model through the tag: using a code inserted into the webpage, the browsing information is collected, which is sent to an external server which consolidates the data. The top-level cookies allow us to follow the navigation of the users and identify them, anonymously, to analyze if they are repeat visitors or if it is their first time entering the website, among other things.
Having a corporate solution not only enables more efficient investment in the implementation and maintenance of the tool, but also enables the obtention of data evenly from all websites that use it, thus allowing the comparison of data, which would not be viable due the significant variations in figures that we would have if we used browser data analyzed by two different tools.
All sites that use the corporate tool have a set of reports that provide the data necessary to analyze user activity. This allows the Government to establish comparisons between different web initiatives it has promoted, and even open that data, making it available to the public.
With the goal of making all the audience data for the Government of Catalonia websites transparent, the dataset is updated quarterly with the traffic data from the 25 most visited websites on a monthly basis, based on the analysis of those registered with the corporate website analytics solution.
The metrics that are provided from each website are: visitors, visits, page views, bounce rate, and average length of visit.
Guides and Manuals
- Operational Guide on the Gencat Analytics Reports (Dashboard 3.0)
This manual is a guide describing the different operational information that can be found in version 3.0 of the Analytical Reports Dashboard, which may be consulted by all sites that have their own analytics profile in the Gencant Analytical Tool.
The document is intended to provide an operational and business vision to the managers of the portals and users of the analytics tool, so that they can see and interpret the analytical data based on their website.
Dashboard 3.0 has reports that are common to all sites and allows the user to obtain a global vision of the projects that make up the gencat environment.
- Practical laboratory for introduction to Gencat Analytics
Document for the self-training of users. It contains an introduction to the basic concepts of web analytics, an explanation of each element of the tool interface, its most used functions, and an overview of which reports can be found on Dashboard 3.0, with step-by-step exercises for better understanding.
- “Tagging” Procedure for websites and applications not managed with the Gecoplus corporate content manager
This manual describes the procedure for inserting the Gencat Analytics “tag” into the websites and applications of the Government of Catalonia which are not administered by the corporate content manager. The document, therefore, is intended to give an overview of the taggin process, enough for the technical managers of the portals and providers to understand, so that, once they have been provided with the personalized code, they can enter the Gencat Analytics tag autonomously.