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Security Review


Date Approved

July 1, 2009

Review Date

July 1, 2012

Architecture Standards


Web Analytics Standards

DTS Technology Standard 4300-0023

Status: Approved June 24, 2009
Effective Date: July 1, 2009
Next Review Date: July 2012
Sponsor: ARB, Bob Woolley and Dave Fletcher
Approved By: Architecture Review Board Stephen Fletcher, CIO

Web Analytics has been defined by the Web Analytics Association as “the measurement, analysis, and reporting of Internet data for the purpose of understanding and optimizing Web usage.”It is in the best interest of the State to have common expectations of reporting capabilities on State Websites for both design optimization and return on investment analysis. Areas of measurement common to any agency Website potentially include:
  • Number of unique visitors to websites.
  • · What things can be done to increase visitor count?
  • · Visitor patterns of behavior
  • · Identify and understand what citizens and businesses want when coming to the website.
  • · Utilization of services.
  • · What searches are driving people to agency sites and services?
  • · Where do users originate from?
  • · What are the demographics of a given site’s user base?
  • · Are there things that users want to do, but currently cannot do?
  • · Are there tasks that are difficult for the user to perform?
  • · How can costs be reduced through better use of the web?
  • · What is the bounce rate for web pages?
  • · What factors contribute to the bounce rate?
  • · Are users subscribing to RSS feeds and other similar information?
  • · What forms are users downloading?
  • · Measuring the user experience. (There is a need to understand and measure the user’s environment)

Sufficient free service offerings are now available that have the potential to replace proprietary and fee based services at no direct cost to the State, and provide measurable information on common measurement objectives..

The standards for Website Analytics using free services include the following:
  • Google Analytics: Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a Website, and a wide range of other detail about user browsers, and other Web demographics.

The Department of Technology services is charged in Utah Code 63F-1-104 et seq with the overall responsibility for defining technology standards. The Chief Information Officer (CIO) has rule making and policy making authority for technology standards and practices for the Executive Branch agencies as specified in Utah Code 63F-1-206 et seq, with the exception of those agencies exempted in Utah Code 63F-1-102.

Consult the Google Analytics Installation Guide for instructions on adding Google Analytics to Web sites. Agencies should add Google Analytics code to agency Web sites as soon as practicable. An annual report on agency Website utilization will be required by the CIO. No special code is required to get reports from Compete and Quantcast. Agencies should migrate from proprietary Web Analytics environments to use of the free services identified in this standard as proprietary products come up for renewal. Use of the resources identified in this standard may commence immediately and be used in parallel with existing proprietary offerings. Migration to non-fee based Web Analytic Services from proprietary services should be completed not later than July 1, 2010.

Changes and Revisions
Suggestions for changes, revisions, and additions to this document are encouraged. This standards document will be subject to review and revision six months from the initial date of publication, and every six months thereafter. Suggestions for changes, additions, or revisions may be e-mailed to the Architecture Review Board ( at any time. Change recommendations will follow approved processes for enterprise standards approval and changes.