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  • » Web analytics for the New Zealand government
    • Appendix A - Example reports
    • Appendix B - Web analytics tool requirements list
    • Appendix C: Review of common web analytics tools
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Appendix A - Example reports

Return to the Web analytics guide for the New Zealand government

Example 1

Report from Sorted.org (Excel, 115 KB)

Example 2

The following is an example analytics report from Inland Revenue. 

Quarterly report - find out how our website is performing

Highlights from the latest quarterly report

• The overall traffic/visits to our main website (www.ird.govt.nz) increased by more than 16.3% in this quarter compared to the equivalent quarter last year
• Traffic to the “Work it out” area increased by 28% in this quarter compared to the equivalent quarter in the last year. The most popular calculators have been the “PAYE calculator”, “Estimate your Working for Families Tax Credit 2009 calculator” and the “Tax on annual income calculator”.
• The take-up rates of all monitored e-products continued to track up. The use of “Look at account information” services and clients linking and delinking services increased by 35%, 134% and 37% respectively in this quarter compared to the second quarter last year.
• The completion rates of 3 out of 6 monitored online returns and forms increased and the other 3 online returns and forms decreased in this quarter compared to the equivalent quarter in the last year. According to the feedback received during the quarter (available from Content Management), many customers had difficulties with provisional tax related items when completing the new online GST returns.
• We started receiving positive feedback in December 2008 regarding the change to the online GST return receipt pages. We estimate that by this improvement only, customers can save on average around 50,000 pages of A4 paper per month or more than 650,000 pages of A4 paper in each year, in addition to the cost of printing ink. This reflects the fact that even small improvements to our online services could have big impact on customer services.
• All three customer perception indicators deteriorated significantly in this quarter compared to the equivalent quarter last year. Part of the reasons for the deterioration might be related to the introduction of the new online GST return and the incident with online GST return filing in October 2008, which caused a lot of negative feedback (for more detail, please refer to customer feedback).

Change to measurement of take-up rates

As indicated in our previous report, we changed the measurement of e-product take-up rates by aggregating returns filed through all electronic channels such as online returns, EFile and irFile. We’ve also made adjustments to the take-up rate of online IR3 returns by collating IR3, IR3a and IR3NR returns. Same changes have also been made to previously reports in order to make all measurements comparable.

Status of these reports

These reports are a work in progress. We are working to improve our web analytics reporting capabilities - in particular we aim to be able to better monitor the usability of our online forms, returns and calculators. We will make more improvements when a more robust web analytics tool is implemented in the future. We will keep you posted on the progress.

Your feedback

We welcome your feedback. Please contact me on **** if you have questions or comments.

Circulation of this email

Please feel free to pass this email on to other staff who may be interested. If you DON'T want to receive an update each quarter when the reports are published, please let me know.