Local government sector online analytics survey
We study the state of the use of web analytics tools and analytics in Finnish municipalities and cities in 2024.
We will look at the following issues
- We identified the analytics tools available on websites
- We looked at how cookie surveys are implemented
- We conducted a survey on the use of analytics in the communication and marketing of municipalities and cities
Explore the survey in the menu below.
Select the stage of the research you want to view
In spring 2024, we decided to write our own vision on the use of analytics in the local government sector. Prior to the research, our view was that the use of analytics was limited, even though it could be of great help in improving communication and marketing. This view was based on our discussions and experiences with the use of analytics in the local government sector over the years.
Putative reasons for the under-utilisation of analytics
Our idea was that the local government sector is lagging behind in measuring digital marketing and developing agile communications and marketing.
We understand that analytics are not used for the following reasons.
- Many are unclear about what or how analytics data can be used for
- Not familiar with the use of an analytics tool such as Matomo or Google Analytics
- Measurement results are not interpreted or analysed well enough
- Communications and marketing do not have the resources to react to results and change things
- Analytics are not set up to provide relevant and sufficient information, e.g. presumably conversion measurement is not used
- Advertising tags are not used and therefore no information on marketing and communication results is available
If the benefits of analytics are so obvious, why not get involved?
- The administration does not recognise the importance of analytics and therefore does not budget for it
- The tendering thresholds are so low that it is difficult to buy services
- Calls for tenders focus on the implementation of analytics, but not on their use. You buy tools, but you don't think about the fact that you need to be able to do something with them to make them useful.
- No training in the use of analytics, or purchase of services
- Communication and information are considered to be a legally required activity, the effectiveness of which cannot or should not be invested in.
Is there any justification for these assumptions?
We wanted the survey to get direct responses from people in communications and marketing about their experiences of using analytics.
At the same time, we decided to investigate the tools used by cities and municipalities' websites, as well as cookie surveys.
Implementation of the survey
The survey was conducted in two parts during the summer and autumn of 2024.
- Manual inspection and review of sites
- Does the site have analytical tools for visitor traffic analysis
- What analytics tools were revealed by the sites
- Status of cookie surveys
- Analytical questionnaire for communication and marketing staff
- What tool to use
- Who is responsible for using analytics
- What has been the benefit of analytics
- What are the challenges of using analytics
Site results
Cookie surveys on websites
- 64 sites for which no cookie survey or analytics were found
- As a curiosity, we found one site that did not have SSL security - at the time of writing this report, this had been fixed
- 8 sites where cookie acceptance is mandatory but the site has no analytics
- 2 sites where acceptance is semi-forced, i.e. direct refusal is not possible - no analytics
- 52 sites where either there is no survey or the cookie survey has been implemented incorrectly and an analytics tool or marketing pixels are found on the site.
- 147 sites had implemented the survey correctly and had an analytics tool or tools installed on the site
- 31 sites where the cookie survey is implemented correctly and the site has no analytics
On some sites, the absence of a cookie survey was explained by the fact that the site does not collect information about visitors through cookies or does not use visitors' data for marketing purposes.
What we could not check was whether the cookie settings were working correctly, i.e. whether the site allowed analytics cookies to be loaded before accepting cookies or after refusing cookies.
Analytical tools
The analytical tools looked at the proportions of tool scripts on different sites. Having a script installed does not necessarily mean that the tool is actively used or that the tool itself is in use. A script may have remained on the site even though the software itself is no longer accessible.
Analytics software scripts on local government websites
- Google Analytics 118 pcs
- No analytics 105 pcs
- Matomo 62 pieces
- Siteimprove 13 pcs
- Snoobi 9 pieces
- Azure monitor 7 pcs
- Hotjar 7 pieces
- Piwik Pro 4 pcs
- Plausible 3 pieces
- Instana 2 pieces
- Cloudflare insights 2 pcs
- Snowplow analytics 1 unit
- Umami 1 piece
- Exact metrics 1 pc
Google Analytics is still by far the most common script on the site. Matomo has made a strong comeback in the wake of the US-EU data privacy turmoil.
Many sites use several different analytical tools, some of which are complementary, others clearly overlapping. The most common combinations are
- Google Analytics - Matomo, 11 pcs
- Google Analytics - Hotjar, 7 pcs
Tracking tags for advertising platforms
An advertising platform tracking tag is a tag used to collect information about visitors to advertising tools such as Google Ads (Google Ads tag) or Facebook (Facebook pixel).
The use of marketing tags on local government websites is low.
Around ten sites were found to have different advertising platform tags, such as Facebook pixels, Google Ads ad tag, Twitter tag, Microsoft Advertising ad tag.
Site data summary of results
Gdpr and data privacy caused big changes on the tool side in 2022-2023. Matomo became a major factor for local government websites. Google Analytics decreased its share, but is still the largest. Snoobi and Siteimprove fought for third place. Individual, completely new tools also emerged.
What is significant, however, is that a third of sites have no analytics in place. A third of cities and municipalities fall directly into our hypothesis already in the technical survey.
Another interesting finding is the nearly 52 sites with cookie queries that violate the Gdpr settings, as well as analytics tools. Presumably, in addition to these 52 sites, there are also sites where the query is done correctly, but the cookie settings are technically incorrect, i.e. the data starts to be collected before the query, or disabling cookies does not affect the data collection.
Statistics on survey transmissions
- Recipients: communication and marketing staff
- 554 recipients on the mailing list - including cities and municipalities without analytics on their websites
- 41 responses were received
- Percentage is good - N low, due to small list of recipients
Profile of respondents
- Based on the responses, the respondents seemed to be people who either used or were interested in using analytics.
- We interpret the situation as meaning that those who were not particularly interested in the issue did not respond, i.e. around 90 of the % survey recipients.
- This contributes to the idea that analytics as a subject is not relevant to the majority.
- The proportion of automatic absence messages was around 30 people due to holidays or changes in employment relationships.
- The vast majority of respondents were in operational positions in communications or marketing (83.2 %)
Tools
Which analytical tool(s) are used in your city/municipality
According to survey respondents, Matomo's market share of 26.8 % would be 24.4 % higher than Google Analytics. This result may be explained by the fact that Matomo has been acquired by organisations that already have some culture of using analytics. A large proportion of respondents appear to be more active users of analytics and this is why Matomo's contribution is highlighted. However, the difference is so small that it can be said that Matomo and Google Analytics are on par.
Other tools that stood out in the survey were Snoobi, Siteimprove and Askem.
Comments on the responses
"We don't really have them because we don't have the time, and there's no understanding at management level of what the benefits could be."
"We have them, but we don't have time to analyse them"
Use of analytics and users
Who in your organisation is responsible for using analytics?
Analytics are clearly being used where they should be, in communications and marketing. There is also a commentary on a little vanity.
Comments on the responses
"In marketing and communications, I am interested in them, but no one is responsible for them when there is no time..."
How many people in your organisation use analytics
More than 40 of % respondents say they have more than 4 people in their organisation who use analytics. This suggests that quite a few of the respondents are from large cities with several people working on communications and marketing.
At the same time, this suggests that analytics are used more actively in large cities than in small ones, even though small cities would benefit at least as much from analytics.
Do you yourself have access to the visitor tracking, or analytics software, that you use on your website?
The majority of respondents have access to the software, so they have the opportunity to actively use the analytics. Three respondents have no contact with analytics.
I have access to analytics or receive reports - How often do you access or review analytics data?
The need for analytics can vary for a number of reasons, such as the level of activity in the communication. Over 40 % of respondents review data at least weekly, which is quite a high number.
Quality of analytical data
Are the target events on the site defined as conversions for analytics
Only two respondents said that target site events were defined as conversions in the analytics and almost 14 % did not know what a conversion was.
The websites of municipalities and cities certainly have a wide range of target events that they hope visitors will visit. For example, tourism and business services (e.g. plots) are likely to have clear functional objectives, such as contacts, file downloads and various surveys, which are ideal for conversions. Marketing results for advisory services, theatre, museums or events will also provide a lot of valuable additional information.
The lack of conversion measurement indicates that the analytics have not been developed and used in depth since the basic installation.
Add tags to communication and advertising links to allow traffic acquired through them to be seen by analytics.
Traffic from advertising will always be caught, but if no tags are added, traffic from advertising or communications cannot be distinguished from other traffic. Traffic acquired in this way will be mixed with other types of inbound traffic, such as direct traffic and visitors from other links.
If no tags are added, it is difficult to interpret visitor traffic figures reliably. It may also be impossible to determine the relationship between the achievement of objectives, visitor traffic, communication and marketing.
Adding tags is forgotten, especially if the use of analytics is not systematic and targeted. Although many responses suggest that respondents are among the most active users of analytics in municipal communications, only a fifth ensure the clarity of tracking data by adding advertising tags to links. This supports the research hypothesis of low use of analytics.
Benefit from
How much benefit do you see from analytics?
Although there are shortcomings in the use of analytics, more than 60 % find it useful.
Why you feel that analytics has not been useful
This question was targeted at those who had not answered analytics as useful in the previous question.
Lack of resources and skills are perceived as the main challenges. No time to familiarise themselves with the analytical data, no time to interpret the results, or no time to change things, even if they wanted to.
What benefits have you gained from analytics
Around 40 of the % respondents have been able to get real benefits from analytics. The high percentage indicates that respondents are active and advanced users of analytics. The benefits are very tangible and measurable.
The analytics have been put to good use, exactly where they need to be. The effectiveness and efficiency of the website, marketing and communications have been improved, and cost savings have been achieved, for example through media choices.
Full versions of the truncated answers
- Technical problems with the site have been identified through monitoring and fixed.
- I have been able to choose better performing media for communication and marketing
- Several of the above apply. A lot of use of analytics
Competences
Have you received training in the use of the analytics tool?
More than 75 of % respondents have received inadequate training in the use of analytics software, or no training at all. The assumption that tenders focus on the wrong issues and tool purchases is supported by the responses.
On the other hand, the induction may have been poor, even if one had been provided. The needs and uses of the equipment should be carefully identified and then a phased training plan should be drawn up. A few hours of presentation will not go very far and it will take some time to get to grips with the new tool and the use of analytics.
Have you received training in interpreting and analysing analytical figures?
If the training in using the tool was inadequate for more than 75 % of respondents, it is even weaker for interpretation and analysis, with more than 82 %. Training should be tailored to the job tasks to enable users to interpret different results and seek further clarification where necessary.
With the right training, analytics can bring long-term, lasting benefits to an organisation by becoming less time-consuming and delivering tangible benefits - consistently.
What things would you like to learn about analytics
Answer options
- I would like to learn what analytics can be used for and how it could be used
- Make your own custom reports and views in existing analytics
- Measuring targets and conversions
- I would like to learn how to interpret results better
- I would like to learn how to use analytics software better
- Learn to measure how people respond to the content I produce
- Learn how to produce search engine optimised content and measure its results
- Learn how to evaluate the results of a website
- I'm not interested
The last two answers are comments
"I mean, I have received training in these matters in a previous organisation, but there is neither time nor interest in the management here in the municipality"
"Interested in analytics and the legislation governing it, the specific data protection issues in this area"
Interpretation:
The demand for training is high, which was the assumption for the starting point of the study. Respondents would clearly have a desire to learn and use analytics and it is identified as an important part of successfully performing their jobs.
How would you like to improve your own or your organisation's use of analytics?
Free-form answers
"Gaining understanding for others"
"Making Matomo analytics more accurate"
"Set aside more working time for this"
"It will be used in the future, e.g. in connection with the renewal of the website"
"I need personalised guidance on the analytics tool. General training courses do not answer all the questions related to my specific needs."
"Personally, I think I have received too limited an introduction"
"I would like to see it used more widely, but I also understand that there is not enough staff time."
"So that decision-makers understand that it really matters"
If we look at the local government sector as a whole, our starting assumption seems to hold pretty well. The use of analytics is an important part of successful digital communication and digital marketing, and its absence is inevitably reflected in what we do. But as noted, this is the case for the majority and some organisations are already quite advanced in their use of analytics.
Summary of developments
- Too little or the wrong investment is being made in analytics and this is holding back the ability of marketing and communications to take advantage of analytics - as many as a third of websites have no analytics at all.
- Communication and marketing has moved strongly online. If information and communication are the main tasks of a municipality or city, investing in analytics would enable it to perform its tasks as well as possible. This also means more efficient work and cost savings, while improving results.
- The costs of using analytics are relatively modest when compared to other communication and marketing resources, i.e. man-hours, salaries, communication tools, website costs, IT costs and media investments. Analytics can be used to direct all these other inputs towards achieving what the communication, information and marketing activities are intended to achieve.
- The use of analytics is perceived as time-consuming and perhaps somewhat cumbersome. This problem is due to insufficient skills and lack of skills due to insufficient training. Knowing how to use analytics will speed up the process of making choices, and more of the right things will be done and done faster. By measuring and analysing results, you learn to do things better and avoid unnecessary actions. The use of analytics itself is fairly quick and time-efficient once it becomes routine.
- Communications and marketing respondents are fairly well informed and the vast majority use or would like to use analytics to do their jobs better.
- The survey highlighted individual municipalities/cities that are already quite advanced in their use of analytics and where analytics is delivering significant benefits
- The need for training is great. Help is needed both in using the tool and in interpreting the results. The rest of the organisation should also be made aware of the importance of analytics, so that money can be found for the right kind of investment.
- In a large number of cities, analytical data should be put in order. The collection of analytics data should be audited, correct setup ensured, conversions should be defined and communications and marketing instructed to use advertising tags.
Digiteam services for the use of analytics
If your organisation needs to start using analytics or develop the use of analytics, you can turn to us for the following services.
To start using analytics:
- Basic analytics training - what it is, what it can be used for and how to use it
- Defining, technically implementing or configuring site analytics
After the implementation of the analytics software:
- Training on how to use the analytics tool
- Tailored training in the use of analytics software according to job tasks and needs, report generation and reporting
- Training on interpretation and response to analytical data results
- Training in analytical routines
Services for communication and marketing:
- Campaign analysis or advertising measurement consultancy
- Search engine optimisation training for content producers
- Keyword research and search engine accessibility auditing
- Site analyses for visitor traffic and site usage
Cookie surveys
- Revision of the way cookie surveys are implemented
- Checking the functioning of your cookie settings
- Setting up and maintaining cookie surveys
Antti Kärki
Good digital marketing since 2003, but the humour gets worse every year. All in one package! Antti takes a broad view of marketing through the eyes of the client, the agency and the web analyst, but he is also keen to tackle individual issues. Antti's texts occasionally seek a little wake-up call, as the digital marketing industry has a lot of room for improvement.
