Implementing web analytics tracking code instructions

Instruction statement

This instruction provides best practice techniques for implementing web analytics on RMIT websites. All official RMIT websites must include analytics tracking to enable ongoing evaluation of performance. Tracking code is typically applied during the creation of the new website.

Exclusions

This instruction does not apply to:

  • courseware, including scholarly work, student work and teaching and learning materials
  • websites that have no relationship to RMIT (for example, personal or private sites).
  • Google sites

Instruction steps and actions

The primary web analytics tool at RMIT is Google Analytics (GA), which is managed by Digital and Customer Experience Strategy. Guidance provided here includes how to:

  • Request tracking codes
  • Implement tracking code
  • Access analytics reports

Requesting tracking codes for new websites

Important: Multiple web analytics tracking services per website are discouraged, as they may reduce website performance.

Main and connected websites

Main and Connected websites use individual web ‘properties’ created under the RMIT account. Each property can create additional ‘profiles’ (views) of data for that property, and add additional analytics users or administrators.

Send a request to Digital and Customer Experience Strategy via IT Service Desk with the following details:

  • Website name
  • Website URL (specify if http or https)
  • Country / Time zone

Digital and Customer Experience Strategy establishes the property in GA and supplies your unique tracking code snippet. It will contain the unique property ID in the format XXXXX-Y. This code can be applied to one or more websites, but not to mobile apps.

Microsites

A profile will be created under the relevant main or connected website property. This profile will be customised to only show data for the microsite.

Contact Digital and Customer Experience Strategy to discuss your requirements.

Related websites

Contact Digital and Customer Experience Strategy to discuss your requirements.

Mobile apps

Mobile app tracking data can only appear in designated mobile app profiles. They cannot use the same tracking code as a website. A new property and unique tracking ID must be created.

Contact Digital and Customer Experience Strategy to discuss your requirements.

Implementing tracking code

Main websites

Digital and Customer Experience Strategy implements tracking code in main websites that are on a primary official web platform. See the Official Web Platform Instructions for more information.

Connected and Related websites

Only experienced web developers with access to the website source code can add the GA web tracking code snippet to the website. The tracking code must be included in every page that will be tracked.

The code is be positioned in the <head> section, immediately before the closing </head> tag.

If no experienced web developer is available please contact Digital and Customer Experience Strategy.

Accessing web analytics reports

Access for website analysts

Analysts of website data can access web analytics reports directly from Google Analytics. To request access, send a request to Digital and Customer Experience Strategy via the IT Service Desk with the following details:

  • Website name
  • Analyst name and position (RMIT staff only)
  • email address*

* RMIT email accounts are not currently able to access Google Analytics directly. An alternative account registered with Google (e.g. your personal Gmail account) must be used instead.

Analysts should refer to the Analysing Web Traffic Instructions for best practice information on how to interpret the reported data.

Access for general staff and stakeholders

Website stakeholders can request reports from GA to be automatically generated and sent by email at regular intervals (daily, weekly, monthly or quarterly).

Send a request to Digital and Customer Experience Strategy via IT Service Desk with the following details:

  • Website name
  • List of RMIT staff stakeholders (email addresses)
  • Schedule for reports (daily, weekly, monthly or quarterly)

Staff should refer to the Analysing Web Traffic Instructions for best practice information on how to interpret the reported data.

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