Analytics and tracking

The University of Twente uses web statistics to analyse how its websites are used, and in turn, improve them. Marketing and Communication manages the university’s websites, newsletter and CRM systems, and will apply the following terms as far as possible. However, in some cases, supplier restrictions prevent this from being possible. Other groups at the University of Twente that have their own websites and newsletters (for projects, partnerships with external parties, etc.) are advised to comply with the following framework.

WEB STATISTICS (GOOGLE ANALYTICS)

The University of Twente uses web statistics to analyse how its websites are used, and in turn, improve them. When using these statistics, the university makes every effort to safeguard users’ privacy by: 

  1. Rendering IP addresses anonymous in Google Analytics, so they appear as 130.89.01.*** (_anonymizeIp)
  2. Automatically deleting all properties data in Google Analytics after 50 months, and not saving data indefinitely
  3. Signing a data processing agreement with Google Analytics
  4. Deactivating data sharing with Google (see also account settings)

  5. Only applying remarketing to specific pages aimed at recruiting new students, and not to the whole utwente.nl domain

GOOGLE TAG MANAGER

The University of Twente uses Google Tag Manager (GTM) for web statistics and other purposes such as accepting/not accepting cookies, activating/not activating a Facebook pixel or controlling the feedback button on all University of Twente webpages. The advanced analytics and privacy settings could not be used without GTM.

HEATMAPS AND SCREEN ANALYSES

The University of Twente creates heatmaps of specific pages to investigate how these pages are used. The heatmaps are usually created before (as a benchmark) and after a part of the website has undergone improvement. 

NB: Hotjar also offers users the opportunity to create advanced screenshots. This is generally only used in exceptional circumstances, in order to address an acute problem. For example, if visitors are unable to find the button to start an interactive video during an online open day. A short analysis lasting a few minutes will show where visitors are clicking and what is going wrong. 

The University of Twente uses Hotjar in these situations. The university has signed a data processing agreement with Hotjar.



EMAIL TRACKING

Emails often contain personalized links, such as pronuntio.utwente.nl/***** or go.utwente.nl/****. 

WHY ARE UNIQUE/PERSONALIZED LINKS USED?

Professional newsletter systems make use of personalized links. Personalized links are used to measure how many unique users have clicked on a link. This information is very useful for improving services, as the university can see whether users value certain information. Working on things that visitors do not even view is not an efficient use of time.

Using unique links also has a positive side effect. It regularly occurs that an email sent to 10,000 people is found to contain a broken link. If you are using unique links (a layer between the link that has been sent and the actual URL), then you can still correct the link after sending the newsletter. This is a major advantage, and it is the main reason why the University of Twente uses unique links.

DISABLING UNIQUE/PERSONALIZED LINKS

The University of Twente uses various systems for direct mail and tries to select systems with features that promote recipients’ privacy. Unfortunately, many newsletter and direct mail systems do not yet provide these features. The University of Twente can only submit a request for these systems to provide these features in the future. Some systems have been built especially for the University of Twente. The university has more control over the features in these systems, and has the option to disable unique links. 

Stopping automated emails is not an option, as an Open Day weekend can easily result in 50,000 personalized emails. 

UNIQUE LINKS AND TRACKING

There are many more technical possibilities for tracking users’ behaviour from a unique link and monitoring their surfing behaviour when they have received an email, but the University of Twente considers this type of analysis and tracking to be too invasive for standard use. The University of Twente does not wish to collect this information. These technical possibilities are generally only used in exceptional circumstances, in order to address an acute problem. For example, if visitors are unable to find the button to start an interactive video during an online open day. A short analysis lasting a few minutes will show where visitors are clicking and what is going wrong.

De Universiteit Twente gebruikt webstatistieken om het gebruik van de website te analyseren en de websites daarmee te kunnen verbeteren. Marketing & Communicatie is beheerder voor de instellingssystemen op het gebied van websites, nieuwsbrieven en CRM en zal onderstaande definities zo veel mogelijk toepassen. In sommige gevallen is dit niet volledig mogelijk omdat leveranciers de opties niet bieden. Indien andere partijen binnen de UT (projecten, samenwerkingsverbanden met externen, etc) met eigen websites en nieuwsbrieven werken, is het advies om onderstaande kaders te hanteren.