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Last updated: 9 May 2022

govuk_publishing_components: Analytics

The gem now contains the GOV.UK analytics code from static, originally from govuk_frontend_toolkit.

The following documentation is included from the original for reference only.

Toolkit analytics

The analytics code provides an abstraction around analytics to make tracking pageviews, events and dimensions across multiple analytics providers easier. Specifically it was created to ease the migration from Google’s Classic Analytics to Universal Analytics. It includes:

  • a Google Analytics universal tracker wrapper
  • code to asynchronously load universal analytics
  • a generic Analytics wrapper that allows multiple trackers to be configured
  • sensible defaults such as anonymising IPs
  • data coercion into the format required by Google Analytics (eg a custom dimension’s value must be a string)
  • stripping of PII from data sent to the tracker (strips email by default, can be configured to also strip dates and UK postcodes)

Create an analytics tracker

The minimum you need to use the analytics function is:

  1. Include the following files from /javascripts/analytics_toolkit in your project:
  • google-analytics-universal-tracker.js
  • analytics.js
  1. Copy the following init script into your own project and replace the dummy IDs with your own (they begin with UA-).
  • This initialisation can occur immediately as this API has no dependencies.
  • Load and create the analytics tracker at the earliest opportunity so that:
    • the time until the first pageview is tracked is kept small and pageviews aren’t missed
    • javascript that depends on runs after the tracker has been created
(function() {
  "use strict";

  // Load Google Analytics libraries

  // Use document.domain in dev, preview and staging so that tracking works
  // Otherwise explicitly set the domain as (and not
  var cookieDomain = (document.domain === '') ? '' : document.domain;

  // Configure profiles and make interface public
  // for custom dimensions, virtual pageviews and events = new GOVUK.Analytics({
    universalId: 'UA-XXXXXXXX-X',
    cookieDomain: cookieDomain

  // Set custom dimensions before tracking pageviews

  // Activate any event plugins eg. print intent, error tracking
  // GOVUK.analyticsPlugins.error();
  // GOVUK.analyticsPlugins.printIntent();

  // Track initial pageview;

Once instantiated, the object can be used to track virtual pageviews, custom events and custom dimensions.

Virtual pageviews

Page tracking allows you to measure the number of views you had of a particular page on your web site.

Argument Description
path (optional) Custom path, eg /path
title (optional) Custom page title, Universal only
// Track current page;

// Track a custom path'/path');

// Track a custom path and custom page title'/path', 'Title');

// As above, plus additional options passed into the `pageview` call'/path', 'Title', {
  sessionControl: 'start'

Custom events

Event tracking allows you to measure how users interact with the content of your website. For example, you might want to measure how many times a button was pressed, or how many times a particular item was used.

Argument Description
category (required) Typically the object that was interacted with, eg "JavaScript error"
action (required) The type of interaction, eg a JavaScript error message
options (optional) Optional parameters to further describe event
Option Description
page Useful for sending the URL when window.location has been updated using JavaScript since the Analytics tracking object was created
label Useful for categorising events, eg JavaScript error source
value Values must be non-negative. Useful to pass counts, eg error happened 5 times
nonInteraction Defaults to false. When set the event will not affect bounce rate
// Track a custom event with required category and action fields'category', 'action');

// Track a custom event with optional page, label, value and nonInteraction options'category', 'action', {
  page: '/path/to/page',
  label: 'label',
  value: 1,
  nonInteraction: true // event will not affect bounce rate

Custom dimensions

Custom dimensions and metrics are a powerful way to send custom data to Google Analytics. Use custom dimensions and metrics to segment and measure differences between: logged in and logged out users, authors of pages, or any other business data you have on a page.

Universal custom dimensions are configured within analytics.

Set custom dimensions before tracking pageviews

Many page level custom dimensions must be set before the initial pageview is tracked. Calls to setDimension should typically be made before the initial trackPageview is sent to analytics.

Argument Description
index (required) The Universal dimension’s index as configured in the profile.
value (required) Value of the custom dimension
// Set a custom dimension at index 1 with value and name, 'value');

Create custom dimension helpers

Because dimensions rely on the correct index and that index doesn’t indicate its purpose, it’s helpful to create methods that abstract away the details. For example:

function setPixelDensityDimension(pixelDensity) {, pixelDensity);

Tracking across domains

Once an Analytics instance has been created, tracking across domains can be set up for pages like:, nameForTracker, domainToLinkTo);

Note that domainToLinkTo must be an array of strings.

Once this is done hits to that page will be tracked in both your local and the named tracker, and sessions will persist to the other domain.

Adding more domains to GOV.UK's cross domain linker

Once a service starts sending analytics data to the shared GA property and has configured their system to include in their cross domain linking, we must also configure to include their domain in our cross linker configuration.

Add the domain of the service to init.js.erb.

Here's an example of an earlier PR to do this.

Only the domain should be added, GA will ignore any path details e.g. /government/service/

Note that GA matches subdomains of any domains added this way. So also includes

On that basis the simplest course of action would appear to be to simply add or even and then it'll just match everything we want it to. We must not do this for very good reasons:

  • any link from to a matching domain would have a URL parameter automatically added to it e.g. This could interfere with that site's own analytics.
  • the client ID might be reset.

Once the changes to the linker configuration have been deployed a performance analyst will need to check that everything is working correctly. Since static PRs can take upwards of half an hour to pass CI tests, it's worth having a revert PR ready early on just in case.


Plugins are namespaced to GOVUK.analyticsPlugins. They should be pulled in by your project and initialised after (see Create an analytics tracker, above).

Track when users are attempting to print content. The plugin sends a Print intent event and a /print prefixed pageview:

Example event:

Category Action
Print Intent /current/page

Example pageview:


Error tracking (error-tracking.js)

Track JavaScript errors, capturing the error message, file and line number. These events don’t affect bounce rate. Errors can be filtered to include only files of interest by passing in an options argument with a regexp matcher (to avoid tracking errors generated by browser plugins):

GOVUK.analyticsPlugins.error({filenameMustMatch: /gov\.uk/});
Category Action Label Value
JavaScript Error The error message file.js: line number 1

The tracker will send an event for clicks on links beginning, http and linking outside of the current host. By default the plugin uses Google Analytics’ transport: beacon method so that events are tracked even if the page unloads.

Category Action Label
External Link Clicked Link text

The tracker will send an event for clicks on any link that matches the selector passed in. A selector must be provided. By default the plugin uses Google Analytics’ transport: beacon method so that events are tracked even if the page unloads.

GOVUK.analyticsPlugins.downloadTracker({selector: 'a[rel="download"]'});
Category Action Label
Download Link Clicked /some/upload/attachment/file.pdf Link text

The tracker will send events for clicks on links beginning with mailto. By default the plugin uses Google Analytics’ transport: beacon method so that events are tracked even if the page unloads.

Category Action Label
Mailto Link Clicked Link text

Stripping Personally Identifiable Information (PII)

The tracker will strip any PII it detects from all arguments sent to the tracker. If a PII is detected in the arguments it is replaced with a placeholder value of [<type of PII removed>]; for example: [email] if an email address was removed, [date] if a date was removed, or [postcode] if a postcode was removed.

We have to parse all arguments which means that if you don't pass a path to trackPageview to track the current page we have to extract the current page and parse it, turning all trackPageview calls into ones with a path argument. We use window.location.href.split('#')[0] as the default path when one is not provided. The original behaviour would have been to ignore the anchor part of the URL anyway so this doesn't change the behaviour other than to make the path explicit.

By default we strip email addresses, but it can also be configured to strip dates and postcodes too. Dates and postcodes are off by default because they're more likely to cause false positives. If you know you are likely to include dates or postcodes in the data you send to the tracker you can configure to strip postcodes at initialize time as follows: = new GOVUK.Analytics({
    universalId: 'UA-XXXXXXXX-X',
    cookieDomain: cookieDomain,
    stripDatePII: true,
    stripPostcodePII: true

Any value other than the JS literal true will leave the analytics module configured not to strip.

Avoiding false positives

Sometimes you will have data you want to send to analytics that looks like PII and would be stripped out. For example on GOV.UK the content_ids that belong to every document can sometimes contain a string of characters that look like a UK postcode: in eed5b92e-8279-4ca9-a141-5c35ed22fcf1 the substring c35ed in the final portion looks like a postcode, C3 5ED, and will be transformed into eed5b92e-8279-4ca9-a141-5[postcode]22fcf1 which breaks the content_id. To send data that you know is not PII, but it looks like an email address, a date, or a UK postcode you can provide your arguments wrapped in a GOVUK.Analytics.PIISafe object. If any argument to an analytics function is an instance of one of these objects the value contained within will be extracted and sent directly to the analytics tracker without attempting to strip PII from it. For example:, new GOVUK.Analytics.PIISafe('this-is-not-an@email-address-but-it-looks-like-one'));'report title clicked', new GOVUK.Analytics.PIISafe('this report title looks like it contains a P0 5TC ode but it does not really'));


Omnibug is a useful extension to easily capture and review the events being sent to Google Analytics.