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 Google Analytics 360 Suite 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 Google Analytics 360 Suite 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.
How to request the service
In order for the data of a particular website or app to be collected and analysed by Gencat Analytics, the source code of the brand in question must have been included previously on the pages. In addition, Gencat Support needs to register the new project with Google Tag Manager and configure the relevant properties and visits with Google Analytics.
To start this procedure, the officer responsible for the project needs to send a request to Gencat Support, opening a ticket or sending an email to firstname.lastname@example.org. The request can also be made by the departmental manager of the analytic solution, who in all cases must validate requests for new registrations that are processed within the department itself.
The marking procedure depends on the technology with which the websites and apps are built:
- Websites included in the Gecoplus manager:
Marking of these pages is done by Gencat Support.
- Websites and apps not included in the Gecoplus manager:
Gencat Support provides the project manager with the corresponding code so he/she can include it in the web pages or app. Once this has been done, Gencat Support checks that the marking has been done correctly.
Guides and Manuals
- Introduction to Google Analytics
Self-training document for users. This contains an introduction to the basic concepts of web analytics, an explanation of all the features in the tool’s interface, and a description of the main reports and the most commonly used features (segmentation, customisation of reports, creation of boards, etc.)
- Marking procedure for websites and apps that are not managed by the Gecoplus corporate content manager
This manual describes the procedure for inserting the Gencat Analytic brand in Government of Catalonia website and apps that are not administered by the corporate content manager. The document is designed so that the technical managers of portals and suppliers can introduce the Gencat Analytics brand independently.