Purpose & Goals
This is a case study reviewing the University of Maryland Libraries’ 2023 migration from Google Analytics to the privacy-oriented website analytics platform, Matomo. It covers the impetus for the project, the steps taken to research the Libraries’ technology and data requirements for analytics on the websites we manage, the search for available analytics platform options, the inputs used for testing and evaluation to make a platform recommendation, and the implementation of a new analytics platform.
Design & Methodology
The research process began with a broad, informal literature review of materials about website analytics privacy in libraries to understand the issues and trends specific to libraries, whose needs and values vary significantly from more prevalent commercial approaches to website analytics. Looking at generalizable website use metrics, surveying analytics users in our Libraries, and ingesting blog posts, platform reviews, podcasts, and other online information outside of academic research were also instrumental in identifying the analytics data important for tracking our website performance’, finding appropriate platform options and comparing their advertised features, and creating testing criteria to assess and compare their performance on some of our websites during a trial period. Internal surveys and platform demonstrations with discussions with colleagues informed my understanding of our organization’s analytics needs and the interface preferences of our internal users.
Findings
During this project, I developed a much better understanding of concerns and challenges for libraries regarding website analytics platform use, as well as the current landscape and trends in website analytics platforms. I found that some of my initial ideas about criteria were misplaced, once I researched and tested them further, uncovering a few refinements I would make if I were to conduct another analytics tool assessment. We also ran across a few unforeseen challenges that might be informative for anyone undertaking a similar project. Evaluating potential platforms using our own criteria resulted in evidence-based support for us using a platform with an annual subscription cost. After the completion of research, testing, and user feedback, a clear leader emerged for our platform choice based on our Libraries’ preferences and needs, so in our case our process was a useful way to explore and winnow our options. After completing this project, I feel that moving from an analytics platform that uses websites as vectors to gather and monetize data about our visitors, to one that respects privacy while still providing necessary website usage data to help us assess our websites is both achievable for many libraries and much more consistent with the values of the library profession.
Action & Impact
The research stages of this project culminated in recommending and implementing a new website analytics platform, so we have already taken action on the conclusions. By the time of the 2024 Library Assessment Conference, our new analytics platform will have been in use for over a year, and a presentation would incorporate an overview of any noteworthy aspects of our experience using the new tool, Matomo.
Practical Implications & Value
Website analytics are a ubiquitous tool used in the assessment of library websites. Sharing the work undertaken at UMD can increase awareness of user data privacy concerns with the most commonly used website analytics tool and alternative options to measure website use. For community members already familiar with concerns within the profession about data harvesting through library websites, providing more coverage that highlights this issue can increase the prominence of data privacy as an important consideration for libraries, even if analytics are only one piece of the puzzle. Outlining the process our Libraries used for evaluating website analytics platform options provides one model for stages in this process, information to gather, factors to consider, and resources needed for undertaking a similar effort. Libraries have different data needs, budgets, types and sizes of web properties, and technical expertise, but this case study describes an approach for reviewing analytics platforms that libraries in different situations could customize for their own specifications. People tracking analytics trends estimate Google Analytics to be used on about 85% of sites that monitor analytics. Due to its market dominance, many of the available analytics learning resources and integration tools only address Google Analytics, but much of that content is aimed at marketers in organizations without a commitment to user privacy or intellectual freedom. This case study will demonstrate that privacy-respecting analytics alternatives are becoming increasingly viable, as legislation like the European Union’s General Data Protection Regulation and the California Consumer Privacy Act incentivize the creation of tools that protect user privacy.