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23.01.2015
Digital metrics are critical for measuring, analyzing, and reporting on the effectiveness of your Web, mobile, social media, and other digital channels.
Web performance metrics tell you how well your website and other digital services are performing, and are generally derived from tools that measure usage, traffic, site quality, and performance. Below are ten minimum common baseline performance metrics that agencies should collect for their .gov websites.
Powerful, invaluable metric because it’s the only measure that accurately calculates how many individual people (or physical computers) actually visited your website in a given time. Below are a set of recommendations to help you collect and analyze the common Web performance metrics. Below are minimum common baseline customer satisfaction metrics that agencies should collect for their .gov websites. To help you collect the common customer satisfaction metrics above, the following are recommended questions to ask via online customer satisfaction surveys.
Also, while many agencies will collect metrics at the aggregate website-level, some agencies have taken a deeper dive to collect satisfaction data at the page-level or for a specific task or application, which can be highly valuable.
User Experience metrics are often diagnostic in nature and provide a practical way to identify the top problems with a particular digital service.
There are no pre-defined standard User Experience metrics, because each website has different goals and audiences, and provides different services. If you have User Experience professionals on staff, or have the funds to hire contractors on a long-term basis, ask these experts to help you identify the best user experience metrics to collect and follow for YOUR site. What differentiates usability testing from other performance metrics is that it can give you valuable baseline data before you even launch a website or other digital service.
User experience (usability) testing is extremely valuable but also time-intensive, so make sure you document your findings and metrics.


Native Mobile Apps—The newest of the digital services applications, agencies are still grasping with proper native performance measurement, but here are four metrics agencies are looking at to measure effectiveness. Social media is transforming how government engages with citizens and how it delivers service. A common tag will collect the required metrics easily and at minimum cost to agencies, and provide a government-wide view of digital services. The tag can supplement existing metrics applications, and offers a stand-alone solution for agencies who don’t currently have a metrics application in place. Over the years, agencies have adopted many different tools, methodologies, and success metrics to measure website performance, resulting in a lack of consistent data around .gov website performance. High-level comparative analysis—Aggregating data across all federal executive branch websites will deliver precise information on the reach, growth, and impact of digital government services. Site Traffic If you are using social media to help people find your content, check and see which media are the most successful. Every agency should have a metrics strategy to measure performance, customer satisfaction, and engagement, and use the data to make continuous improvements to serve its customers.
It’s important to collect a variety of metrics—not just visits or page views—to get a holistic picture of how well you’re delivering your digital services and information.
Also most popular and widely reported metric for cross-comparing traffic from various websites. While Digital Metrics typically looks at the general behavior of groups, User Experience is important because it focuses on how individuals think and act in relation to a product or service. It can give you important metrics such as how long it takes someone to complete a task, or how many clicks it takes to find something. Usually used only by large e-commerce sites and other sizable enterprises to collect performance metrics on a user’s ability to complete tasks.


Agencies are using social media to share information and deliver service more quickly and effectively than ever before.
The purpose is to establish a common, yet customizable approach to analyzing social data using the most cost-effective methods available. One advantage of using the ACSI is that you can compare your results to other government agencies and top commercial websites. Agencies should use dimensions, such as time, content, marketing, and demographics with the common baseline Web metrics to gather crucial specifics that will give a comprehensive and holistic picture of how your website is performing and where you need to make improvements. You can identify targets based on prevailing practices from government or industry, or you can set goals to improve a particular metric over time. Use to report on site health metrics such as outages, page load times, application responsiveness, etc. It provides a framework for agencies to measure the value and impact of social media in addressing agency mission and program goals. Use the metrics you gather to make targeted, data-driven improvements to your site, and track changes you’ve made to measure levels of success. The aim is to move beyond obscure results of social media activities towards more sophisticated and more accurate assessments, leading to better informed decision-making. In any of these cases, this metric will help determine if the website is doing its job by providing the desired number of pages per visit.
In this scenario, you’d want to look at other metrics to get a complete picture and identify ways to improve the content and better engage your customers.



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