Understanding the challenge
The Parliamentary Service team is committed to helping Aotearoa engage with Parliament. They wanted more reliable data to understand user needs, support strategic website improvements and provide meaningful reporting to leadership.
Their goals included:
- using GA4 data to inform an information architecture redesign
- improving reporting for leadership and stakeholders
- strengthening internal capability in digital analytics and data-informed decision-making
How we approached the project
Every analytics implementation is different. While GA4 provides powerful capabilities, the right configuration depends on an organisation’s goals, website architecture and reporting needs.
We began by working with the Parliamentary Service team to understand:
- which websites and domains should be measured together
- which audience interactions were most meaningful to Parliament
- how different teams needed to interpret the data
For example, this project required bespoke tracking for:
- public participation through petitions and submissions
- engagement with live-streamed Parliamentary sessions, including capturing the date and time videos were played
- downloads of legislative documents
We then:
- audited and simplified the existing GA4 implementation
- configured tracking for key audience interactions
- developed dashboards focused on organisational decision-making rather than raw metrics
- trained the team to confidently interpret and apply the insights
The outcome
The result was a more reliable measurement approach, clearer visibility into audience behaviour, and greater confidence across the organisation in using digital insight to guide ongoing improvements.