Government Google Analytics & Tracking

At Harvest, we compare digital marketing to the cultivation of a field. Analytics and tracking are like clearing the ground to prepare for growth.

Understanding how people engage with your agency’s website is critical—but not always easy. Navigating analytics tools like Google Analytics was already challenging with Universal Analytics (UA), and Google Analytics 4 (GA4) has introduced even more complexities. Even when you find the right data, presenting it effectively to key stakeholders can be a daunting task.

This guide highlights key elements to optimize your agency’s website for success and accurately track the metrics that matter most.

Setting Up for Success

Every government agency operates differently, with a mix of website content management systems (CMS) and third-party platforms for form completions, service registrations, and more. A one-size-fits-all solution doesn’t exist, but these key steps will help you create a strong foundation for website analytics.

Website Technical Review

Start with a technical review of your website to identify any issues hindering user experience or search engine accessibility. Tools like HubSpot’s Website Grader provide insights into performance, mobile usability, and SEO potential. Additionally, check for broken links, unindexed pages, and other technical problems that might impact your site’s performance.

GA4 Setup

Universal Analytics (UA) stopped tracking data in mid-2023, and historical data is no longer accessible. If Google automatically set up a GA4 property for you, ensure the new GA4 tracking code is implemented correctly on your website to replace the outdated UA code.

Track Key Events

Website traffic alone provides limited value unless it translates into meaningful actions by visitors. To measure the success of your government website effectively, it’s crucial to define and track "key events" in Google Analytics 4 (GA4). These events represent specific user interactions that align with your goals. Examples of key events to monitor include:

  • Service Sign-ups: Track when users register for government services.

  • License Applications or Renewals: Monitor completions of license-related forms.

  • Feedback Submissions: Measure when visitors complete feedback or satisfaction surveys.

  • Newsletter Sign-ups: Track subscriptions to updates or notifications.

  • Payments or Fine Settlements: Record successful financial transactions.

  • Event/Webinar Registrations: Monitor user sign-ups for hosted events.

  • Resource Downloads: Track downloads of brochures, guides, or other resources.

  • Online Purchases: Measure sales of products or services through an e-commerce feature.

  • Job Search Completions: Track successful usage of employment search tools.

Link Other Google Platforms

Ensure your GA4 account is linked to Google Search Console and Google Ads (if relevant).

Integrate Third-Party Websites

Many government websites rely on third-party platforms for specific actions, such as form submissions or payments. To ensure seamless tracking, it’s a best practice to include your GA4 tracking code on these external platforms. For instance, your child support application form should function as an integrated part of your website in GA4. This allows a website "session" (the term Google Analytics uses for a visit) that starts on your homepage and ends with a completed application to be recorded as a single, continuous session rather than two separate sessions across different domains. Without this integration, it becomes significantly harder to measure the effectiveness of your efforts and connect user behavior to key outcomes. Reach out to your platform provider for instructions on how to implement GA4 tracking on their system.

Simplify Tracking with Google Tag Manager (GTM)

Google Tag Manager (GTM) simplifies the process of managing tracking tags across your website and third-party platforms. Replace existing GA4 tracking code with GTM to streamline analytics setup. GTM offers:

  • Centralized management: Manage all tracking tags without editing your website’s code directly.

  • Improved collaboration: Grant access to GTM instead of your website CMS for analytics edits.

  • Custom solutions: Easily set up tracking for forms or other unique events on third-party platforms.

Email Campaign Tracking

Track the effectiveness of your email campaigns by linking your email platform with GA4. If your platform doesn’t have native integration, use Google’s Campaign URL Builder to create custom landing page URLs for tracking. Use clear, consistent campaign names (e.g., “Newsletter_202401” or “Service_Reminder_Email_1”).

Ad Campaign Tracking

Customize landing page URLs for Facebook ads, QR codes in print materials, and more.

Let Harvest Help!

Struggling to set up your agency’s analytics and tracking? Harvest can help:

Contact us today to ensure your agency’s website is set up for measurable success!