Key metrics

Metrics help you understand how well your service works and where you can improve. This section will highlight some common key metrics you can use.

Choosing the right ones depends on your project. You can group key metrics into 4 categories:

• user needs - ensuring the service meets users' actual needs
• accessibility - making the service usable for everyone, including disabled users
• service performance - measuring how well the service performs, such as its availability and speed
• continuous improvement - using feedback and data to review and improve the service regularly

User needs

User satisfaction

Measure how satisfied users are with your service. High satisfaction indicates you’re meeting user needs. Gather feedback using tools like SurveyMonkey or Microsoft Forms.

Task completion rate

Track the percentage of users who successfully complete their tasks. High rates show that your service is simple and effective. Use tools like Google Analytics, Piwik, Snowplow or Plausible to analyse user journeys.

Task completion time

Measure how long it takes users to finish their tasks. Shorter times indicate better service efficiency. Tools like Hotjar or Microsoft Clarity can help analyse task times.

User retention rate

Track how many users return over time. High retention means your service provides lasting value. Monitor retention trends using tools like Google Analytics.

Accessibility

Accessibility compliance

Measure how well your service meets accessibility standards. Fixing issues ensures that everyone can use your service. Use tools like WAVE or the Scottish Government’s Accessibility Cloud platform.

Error rate

Highlight how often users encounter problems, such as broken links or failed submissions. Reducing errors makes the service smoother and more reliable. Monitor error trends with Google Analytics.

Digital take-up

Show how many users prefer the digital service over non-digital options. High take-up means your service is accessible and easy to use. Visualise this data with tools like Google Looker Studio or Microsoft Power BI.

Service performance

Cost per transaction

Track how much it costs to deliver each transaction. Lower costs indicate better efficiency and stronger value for money. Use tools like Google Looker Studio, Microsoft Excel or Power BI to calculate and monitor costs.

Cost avoidance

Measure savings from replacing manual processes with digital ones. Highlighting these savings helps build a case for investment. Use project tracking tools like Smartsheet or Jira to record and monitor savings.

Customer support demand

Measure how many people need help with your service. Low demand indicates that the service is clear and user-friendly. Tools like Zendesk or Freshdesk can help track support queries.

Technical performance

Track metrics like load times, uptime, and errors. Good performance keeps users happy and prevents disruptions. Use tools like Pingdom or UptimeRobot for monitoring.

Data accuracy

Track how often users submit correct information. Accurate data speeds up processing and reduces errors. Monitor submission data with tools like Microsoft Forms or Google Sheets.

Time to market

Measure how quickly you launch your service. Shorter timelines mean you're meeting user needs faster. Project management tools like Microsoft Project or Asana can help track timelines effectively.

Continuous improvement

Adoption rate

Measure how much of your target audience uses the service. High adoption rates suggest effective communication and good reach. Use tools like Power BI or Google Looker Studio to gain clear insights.

Iterative improvement rate

Track how often updates are made based on user feedback or data insights. Regular updates show a commitment to continuous improvement and user focus. Tools like Jira or Trello can help monitor update cycles.

Change impact

Check if service improvements solve problems or enhance user experience. Compare task completion and satisfaction rates before and after a change to see its effectiveness. Use tools like Power BI or Google Sheets to track results.