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?

The deliberate act of setting goals and finding out if your digital presence is meeting them.

Information on how to measure social media and online engagement can be found in:

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 data can’t measure everything. Information on how to get qualitative feedback can be found in How to do user experience (UX) research.

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

A WoVG view of all digital activity allows for better decisions and planning. It gives a big picture view of 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 must develop goals and methods of measuring success when planning a service or product.

These goals and measures should be reviewed regularly throughout the product 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

Each website you operate must report into the WoVG analytics account using the WoVG analytics tracking code.

Contact to find out how to report into the WoVG analytics account.

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


Comply with the Privacy and Data Protection Act 2014, and only collect information you’re legally entitled to collect.

How-to guide

What is a transaction?

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

Join the WoVG analytics community of practice

This Innovation Network group is for anyone that uses Google Analytics, Tag Manager, Data Studio, Marketing Platform or anyone interested website analytics. Create an account with your Victorian Government email address to gain access.

Join the community of practice

Reviewed 28 January 2020

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