Web Analytics

Web analytics measures the activity of users on your website and allows you to analyze and report on that behaviour. This data should be used to set benchmarks to measure how improvements or changes to your website impact user behaviour and identify what changes are, or aren’t working. This reporting is done through web analytics software and can show things like number of visitors to your site, which pages they visited, how they moved through those pages, and many other measures.


  1. Get your site added to the central B.C. government WebTrends analytics system if it isn't already added. Contact GDX.servicedesk@gov.bc.ca for more information about WebTrends in the B.C. public service.

  2. Create a set of metrics to measure over time, including visitors, bounce rate, conversion rates, referring sites, and referring search terms.

  3. Create a customized dashboard or report that can summarize these numbers.

  4. Establish regular reporting intervals to review data analytics and compare against changes to the website.


  • Remember that analytics can tell you "what" happens on the site, but not "why." Use other research tools such as interviews or usability testing to get a more complete understanding of user behaviour.