A guide to incorporating business intelligence visualisations into a GovCMS SaaS website.
Measure what matters, not only what's easy to count
Most sites can track pageviews as soon as analytics is switched on. The more useful questions are about tasks: did visitors complete the journey, where did they give up, and did search help?
We track the actions that matter to you and tie them to specific content types and sections. Content owners can then see which pages are underperforming, and why.
What you get:
- Answers for leadership. Measures such as task completion, search success, and drop-off points, not only visit counts.
- Data for content owners. See which sections and content types perform, and which don't.
- Privacy built in. First-party tracking and consent-aware tag management, without invasive third-party trackers.
Our approach to analytics
Choose the right tool
Drupal has modules for Google Analytics, Google Tag Manager, and Matomo. Most organisations continue with the tool they already use. If you need tighter control over how visitor data is processed, Matomo is a viable alternative.
Set up the basics
We install tracking so that pageviews, visit length, and traffic sources work from day one. That shows what's popular and where your visitors come from.
Track the actions that matter
We use JavaScript on the site to listen for specific actions, such as downloads, form steps, and searches, and send them to your analytics. You see what people do, not only where they go.
Connect data to decisions
We tie behaviour back to content types and sections. Where you use personalisation, that data also feeds recommendations and targeted content, which is why we scope analytics and personalisation together.
Frequently asked questions
Pageviews alone rarely answer the questions leadership actually cares about: task completion (did the visitor find the form, the fact sheet, the service they needed?), content findability, search success/failure rates, and drop-off points in key journeys. A mature analytics setup on Drupal ties these behavioural metrics back to specific content types and site sections so content owners can see which pages are underperforming and why.
Yes. Privacy-conscious analytics (first-party tracking, consent-aware tag management, avoiding third-party ad-tech trackers) is achievable on Drupal and is the expected default for government sites, which typically can't use the kind of invasive tracking common on commercial marketing sites. This is also the same underlying approach used for privacy-respecting personalisation.
Personalisation and recommendation engines are only as good as the behavioural data feeding them; analytics is the input layer that makes DXP capability (targeted content, recommendations, journey optimisation) possible in the first place, so an analytics strategy shouldn't be scoped separately from a personalisation strategy.
Most organisations continue with the tool they already use, usually Google Analytics. Matomo is a viable alternative if you want more control over how visitor data is processed. We can work with either.
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