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Web Analytics Standard

Whole of Victorian Government Standard

Website Management Framework

Identifier: WEB/STD/10
Version no.: 1.0
Status: Approved
Issue date: 26 September 2011
Date of effect: 26 September 2011
Next review date: 26 September 2012

Owner: Government Services Division, Department of Treasury and Finance, Victorian Government

Issuing authority: Government Services Division, Department of Treasury and Finance, Victorian Government

Standard: Web Analytics - WEB/STD/10

Standard

At a minimum, all public-facing websites must implement the tracking code for the Whole of Victorian Government (WoVG) analytics account.

Requirements

1. At a minimum, all public‐facing websites must implement the tracking code for the Whole of Victorian Government (WoVG) analytics account (see Overview).

Overview

Web analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimising web usage.(1)

Sound web analytics data can help website owners manage their website more effectively by identifying:

• popular content;
• how users navigate their website;
• the search engines and keywords used to access their website;
• the geographic location of their users;
• other user information such as browsers and operating systems used; and
• the effectiveness of marketing campaigns that send users to their website.

The WoVG analytics account (2) uses a single supplier (currently Google Analytics) to allow Victorian Government website statistics to be tracked consistently, and to be aggregated into a portfolio view. The supplier chosen is either a free or near‐free service, or is subject to normal Government procurement.

A WoVG approach to web analytics will provide consistent information to central agencies that track the government's web portfolio as a whole, as well as providing all Victorian Government website owners with comparable metrics to evaluate their usage and performance.

This requirement does not preclude agencies also using existing or preferred means of analysing their websites.

Rationale

• To better understand the needs of website users and improve website usability.
• To facilitate consistent and comparable website usage data for the WoVG website portfolio.
• To inform website performance management processes.

Derivation

Victorian Government Web Analytics Reference Group (VPS only)

Related principles/objectives

Citizens can readily find and utilise government information and services online.

Scope

• All departments, the four inner budget agencies (Environment Protection Authority, State Revenue Office, VicRoads and Victoria Police) and CenITex.
• All internet sites including channels, portals and subdomains.

Audience

Website Management Taskforces, website managers, developers and/or anyone responsible for the management of a website.

Compliance date

Six months from the date of effect of this standard.

Reporting requirements

Compliance with this standard will be self-reported annually using the Government Services Division WMF template.

Agencies do not need to provide the reporting generated by the WoVG Web Analytics Program.

Guidelines, toolkits and references

• Program support: Information Victoria, Department of Business and Innovation (http://www.intranet.vic.gov.au/connect/web-analytics-reference-group/page/wovg-web-analytics-support-service).
• Reference: Victorian Government Web Analytics Reference Group (VPS only)

Further information

For further information regarding this standard, please contact web.standards@dtf.vic.gov.au.

Glossary

Keyword(s) - A word(s) that a user enters into a search engine to find relevant web content.

Usability - Usability is the study of the ease with which people can use a thing, e.g. a website, to achieve a goal. (3)

WMF - Website Management Framework

WoVG - Whole of Victorian Government

Footnotes

1 Web Analytics Association definition (www.webanalyticsassociation.org)

2 http://www.intranet.vic.gov.au/connect/web-analytics-reference-group/page/wovg-web-analytics-support-service

3 Adapted from the Wikipedia entry for usability (en.wikipedia.org/wiki/Usability), accessed 14 July 2010.

Alternative Formats

The standard is available from the Government Services Division in pdf format (131kb). (This document requires the use of Adobe Acrobat Reader)

Version history

Version 1.0; Date 26 September 2011; GSD TRIM ref D09/113042; Details Published

Last updated: 8 November 2011

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