Case Study · Public Sector · Government

Upgrading analytics capability for a federal digital team serving millions of Canadians.

We worked with the Canadian Digital Service to modernize their analytics practice, covering GA4 migration, measurement frameworks, and hands-on training for internal teams.

CanadaGovernment Digital ServicesEnterprise / multi-teamCanada

Teams trained

Multiple

Cross-functional groups across CDS and partner departments.

Measurement maturity

↑

From pageviews to service outcomes and journeys.

Ownership

Internal

Playbooks and frameworks owned by CDS, not a vendor.

Government of Canada (Canadian Digital Service)

Public Sector · Government

Government of Canada (Canadian Digital Service)

Primary goals

Clean, compliant analytics that matched internal numbers and unlocked confident decision-making.

TAO focus areas

Track: measurement architecture. Analyze: reconciled reporting. Optimize: budget + funnel decisions.

01 · Company context

Why they came to Analytico.

The Canadian Digital Service (CDS) supports digital services used by millions of residents. They needed to move beyond basic pageview analytics toward a more mature, service-focused measurement approach.

Multiple teams were involved, each with their own dashboards, metrics, and interpretations of what success looked like.

02 · Key challenges

What wasn't working before we started.

Legacy UA setups and inconsistent tagging patterns across properties and services.
Teams focused heavily on traffic and basic engagement metrics rather than task completion or service outcomes.
Limited shared vocabulary and frameworks around measurement, making collaboration and governance difficult.
Need to respect privacy and public sector expectations while still gaining actionable insight.

03 · How we approached it

Track, Analyze, Optimize—applied to a real-world stack.

We didn't just patch tags. We engineered the measurement layer, verified it against reality, and then used it to guide budget and product decisions.

Track

Engineer the data foundation.

Audited existing UA and GA4 implementations across key digital services.
Developed a measurement framework centered on service usage, task completion, and friction points—not vanity metrics.
Created reference architectures for GA4 event design, consent-sensitive implementation, and tagging governance.
Provided examples and patterns that internal teams could adopt and adapt across services.

Analyze

Turn events into decisions.

Designed example reporting views that told the story of user journeys, drop-offs, and task success.
Showed how to use GA4 Explorations and exports for deeper analysis beyond standard reports.
Helped teams think in terms of cohorts, journeys, and outcomes rather than isolated page metrics.

Optimize

Invest where it truly moves the needle.

Equipped internal teams with playbooks for turning data into hypotheses and experiments.
Emphasized continuous measurement improvements alongside service design iterations.
Focused on skill transfer so teams could independently evolve their analytics practice over time.

04 · Outcomes

What changed after implementation.

CDS moved from a patchwork of legacy setups toward a shared, GA4-based analytics foundation.

Teams gained a clearer understanding of how residents used key digital services, where they struggled, and where to focus improvements.

Most importantly, the engagement left CDS with stronger internal capability, not just a one-off implementation.

Teams trained

Multiple

Cross-functional groups across CDS and partner departments.

Measurement maturity

↑

From pageviews to service outcomes and journeys.

Ownership

Internal

Playbooks and frameworks owned by CDS, not a vendor.

05 · Stack & architecture

The measurement stack we worked with.

We don't push a single vendor stack. We work with the reality of your tools and evolve toward a clean, resilient architecture over time.

GA4Google Tag ManagerLooker StudioInternal reporting tools

Services included

This engagement pulled from multiple parts of our Track, Analyze, and Optimize framework.

GA4 migration strategy
Measurement framework design
Hands-on analytics training
Governance & best practices documentation

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Next step

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