In GIS we sent out a survey to see where agencies are with their web analytics capability. We wanted to find out what agencies need to improve their services with user data, and what support could look like.
We asked about:
analytics capability and how it’s used to improve government websites
blockers to using analytics, and solution and support ideas
demand for the Google Analytics premium account GA360
interest in public dashboards.
The results have shown that it’s a real mixed bag, agencies have very different capabilities and needs. One thing that’s clear is the demand for more analytics support, tools and upskilling — 81% of respondents would like help.
52 people responded to the survey. 14 had roles that worked directly on websites, mostly managing content. Half of these respondents were from the Ministry of Primary Industries, which skews the results towards this organisation. The other 38 respondents held either advisor or management roles.
Current use of analytics
Most agencies are using data which is really encouraging. 96% of survey respondents have used analytics, and the majority (64%) can look at pageviews and user counts. A large proportion (42%) use advanced techniques such as creating segments, reports and goals but only 13% would call themselves experts.
In terms of how analytics are used, 79% of respondents track analytics regularly, over half have defined goals for their website and 81% have used analytics to improve their website. This shows that there’s a depth of existing knowledge and experience in Government that can be shared.
Figure 1 shows most respondents use analytics daily, weekly or monthly.
The third section of the survey gathered feedback on the kind of help needed. 79% of respondents identified barriers, and the most common was not being able to use analytics to its full potential. People didn’t have enough support, or knew what they wanted to achieve but not how to do it.
Are there any barriers for you using analytics?
Figure 2 shows 49% of people find a barrier in not being able to use analytics to its full potential.
What areas of help would you like?
Figure 3 shows the highest demand of help is for workshops and hands on guidance.