Google Analytics policy

Google Analytics is a powerful data analytics tool that tracks and reports website and mobile app traffic. The University of St Andrews uses Google Analytics to understand how users interact with the website in order to evaluate the performance of content and design.

This policy is a description of the arrangement between the digital communications team and any members of staff in the University of St Andrews in relation to the access of the University’s Google Analytics account.

The intention of this policy is to highlight who can access University accounts and what the rules are for those who have access.

The digital data analyst in the digital communications team retains responsibility for all University accounts, profiles, views and filters within Google Analytics. 

Accessing Google Analytics

Any current member of staff can be granted access to the University’s Google Analytics account. To gain access, first email with the email subject ‘Google Analytics access’.

In order to access Google Analytics, staff members need access to a Google account. This is separate from a University email account. If a member of staff doesn’t have an existing Google account, digital communications recommends that each user create a new Google account using their own University email address.

Once a member of staff no longer works for the University, the digital communications team will remove that member of staff’s access to the University's Google Analytics account. Digital communications will check the Google Analytics users with HR on a regular basis.

Digital communications will only provide access to Google Analytics to students of the University on a case-by-case basis, where a member of staff agrees to sponsor the student’s access. An end-date for the student’s access must be agreed upon when the access is given.

Digital communications will always have access to the main Google Analytics account and reserves the right remove anyone's access to Google Analytics at any time.

Using Google Analytics

Anyone with access to the University’s Google Analytics must:

  • not share any data from the University’s Google Analytics account with anyone outwith the University of St Andrews (without permission from Corporate Communications).
  • accurately present data in Google Analytics in a way that is not misleading or false.
  • maintain the confidential information of the organisation.
  • not create additional accounts, profiles, views or filters without consulting digital communications first.

Users must adhere to the rules listed above or they will be removed from the University’s Google Analytics account.

Digital communications recommends that anyone who is new to Google Analytics to sign up to the digital visa training session: Visualising data with Google Data Studio. This training explains what Google Analytics is, how it can be used, and demonstrates how the data can be more effectively presented to others using Google Data Studio.