Google Analytics policy

Summary

This policy outlines guidelines for accessing and using Google Analytics at The University of Manchester.

Introduction

Google Analytics is a tool for tracking and reporting University of Manchester website traffic acquisition, engagement and user behaviour. This guidance will help staff at The University of Manchester promote accurate data reporting, protect user privacy and maintain the security of the University's web analytics data.

Purpose

The purpose of this policy is to ensure that Google Analytics data is used in a responsible, ethical and useful way. It provides guidance for accessing, analysing and interpreting data to support decision-making and enhance the University’s digital presence.

Roles and responsibilities

Digital communications and web teams around the University

• Each area of the University of Manchester (eg. Faculties) is managed by separate web and digital communications teams. Each team manages their own Google Analytics accounts and access.
• Local digital communications and web teams retain ownership and responsibility for all their accounts, profiles and filters within Google Analytics.
• Each team manages access to their Google Analytics accounts and reserve the right to provide access or revoke access at any time.
• Local digital teams are responsible for providing training, support and monitoring compliance with this policy.
• Access to a central ‘umbrella’ Google Analytics account is available on request from IT Services. The umbrella account incorporates most University of Manchester websites under one central account.

Staff with access to Google Analytics

• University of Manchester staff that wish to access Google Analytics team must obtain authorisation from the relevant digital communications or web team:
• Contacts | University brand | StaffNet | The University of Manchester
• Access will be granted based on the user’s role, responsibilities and intended use.
• Users are responsible for maintaining the confidentiality of their login credentials. University staff with access to Google Analytics must not share their login credentials with unauthorised individuals, external agencies or partners.
• It is acceptable for University staff to access Google Analytics using a personal Gmail or University of Manchester account.

How we use Google Analytics at The University of Manchester

Using Google Analytics helps us to:

• Understand user behaviour: Analyse how users navigate our websites, including anonymised demographic information, devices and browsers used, acquisition sources and pages visited.
• Evaluate content performance: Measure engagement with specific pages, identify popular content and assess user interactions with on page functionality (eg. links and document downloads).
• Optimise search functionality: Gain insights into the effectiveness of internal search and identify common search terms.
• Monitor traffic sources: Understand how users find the website and assess the impact of marketing campaigns and organic search ranking (SEO).
• Improve site performance: Identify performance issues which might be detrimental to page load speeds and the overall user experience.

Access and use of Google Analytics data

Requesting access to Google Analytics

• Staff can request access to Google Analytics by contacting their local digital or web team. Requests should provide a rationale for accessing Google Analytics data. For example, staff maybe interested in reviewing page views, user locations or traffic sources to make content improvements.

Guidelines for using analytics data

• Users must not share Google Analytics data with individuals or organisations outside The University of Manchester without prior approval from the relevant digital communications or web team.
• Users must ensure Google Analytics data is presented accurately to University stakeholders and in a way that is not misleading.

• Google Analytics users must not create additional accounts, profiles, or filters without consulting the relevant digital communications or web team.

Tools and features

The following tools and features enhance and supplement our Google Analytics offer:

Looker Studio dashboards

• Pre-configured dashboards that present Google Analytics data in an intuitive format are also available to provide easy-to-interpret insights.
• Dashboards can be customised to present filtered data relevant to specific projects, campaigns or areas of the University.
• Speak to your local digital communications or web team to set up and / or access Looker Studio dashboards.

UTM tracking

• UTM parameters are used to track traffic from external sources such as emails, social media and paid campaigns.
• Internal links within University of Manchester web pages must not use UTM parameters.
• Staff must adhere to naming conventions for UTM tracking as outlined on the following page:
  • Tracking campaigns

Data privacy and compliance

• All users must handle data in compliance with data protection laws, including GDPR, and University of Manchester’s internal data protection policies.

For more information and queries, please contact the Information Governance Office:

• Privacy and information governance | The University of Manchester

Policy violations

Local digital and web teams reserve the right to revoke access to Google Analytics for any user(s) who violate this policy. Access must also be removed from Google Analytics if staff change roles or leave the University.

Microsoft Clarity

Microsoft Clarity is also an acceptable tool for analysing user behaviour and understanding website performance. Staff may use this tool as an alternative or in conjunction with Google Analytics, depending on their specific needs.

Contact and support

For questions, support, or access requests related to Google Analytics, contact your local digital communications or web team:

• Contacts | University brand | StaffNet | The University of Manchester

Policy review

This policy will be reviewed periodically and updated to ensure its relevance and compliance with University guidelines.