Measure how content performs - Digital Standards

Discover if your content is meeting its purpose. Improve the way the data you collect interacts with your digital content.

What is performance measurement?

Performance measurement is the deliberate act of setting goals and finding out if your digital presence (for example, a website) is meeting them.

More information on how to measure social media and online engagement can be found in the How-to guide: How to use social media and the How-to guide: How to set up a public consultation.

Why measure performance?

Continuous improvement

Every service must aim for continuous improvement. It’s important to have discussions about a service’s strengths and weaknesses regularly. The right metrics will make sure your decisions to improve your service are supported by evidence (data).

Benchmark performance

The metrics in this document can help you benchmark performance with other countries, like the Gov.UK and the

Qualitative feedback is also valid

Quantitative measures can’t measure everything. Information on how to get qualitative feedback can be found in the How-to guide: How to do user experience (UX) research.

What you find is also crucial for the Whole of Victorian Government (WoVG)

Even though you’ll be collecting data for your website, a WoVG view of all digital activity allows for better decisions and planning by considering, for example, the kinds of online services citizens prefer, and the ones they prefer to use face-to-face.

What does the Victorian Government recommend?

All Victorian Government online services should develop goals and methods of measuring success when planning a service or product. These goals and measures should also be reviewed regularly throughout the service lifecycle.

Consider the entire user journey. Include both online and offline channels. Also, include where users go when they can’t complete a task.

What standards must be met?

Google analytics tracking codes

To allow for a WoVG view of online service delivery, each website you operate must report into the WoVG analytics account using the WoVG analytics tracking code. Check your department’s intranet to find out who looks after analytics or contact your Digital Management Committee (DMC) or its equivalent.

Note: For your social media channels, we suggest you monitor these using a tool designed for social media analytics, such as SproutSocial.


Transactions are an exchange of:

  • money
  • information
  • permission
  • goods or services

Transactions on your service will have clearly defined start and end points. They will also result in a change to a government system, for example, someone’s personal information or details of an interaction are stored in a register or database.

The following activities don’t have clearly defined start and end points and aren't recorded in a government system, so they're not transactions:

  • general advice or enquiries
  • informal complaints
  • visits to websites

Reviewed 16 July 2019

Join the conversation on digital

Get advice and share your insights about this topic with other digital practitioners on the WoVG Digital Group on Yammer (VPS access only).

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