Understanding our audiences and evaluating the impact and value of their digital experiences is a vital element of Tate's digital transformation. One of the aims of this project is to establish a digital culture within Tate that is audience centred, responds to the audience needs and that is also iterative and evaluation lead.

Barry Flanagan, 'Numbers' 1972, reprinted circa 1983
Barry Flanagan
Numbers 1972, reprinted circa 1983
Intaglio print on paper
image: 203 x 251 mm
Presented by Sue Flanagan, the artist's former wife 1985© The estate of Barry Flanagan, courtesy Plubronze Ltd

Monthly trends across our digital platforms

We use different analytics tools and create dashboards that can help us to monitor and enhance our digital activities. The first digital dashboard we have created in this analytics journey allows us to monitor the overarching digital trends and get a snapshot of our digital activities each month across the website, social media and mobile apps. It includes an overview of how many people comes to the website, how they arrive, which content they visit and whether they engage with our content leaving comments in our blogs and videos. We publish this report monthly and it is distributed to the whole organisation.

Digital metrics dashboard template

We have created a template version of our digital metrics dashboard and licensed it under a Creative Commons Attribution-Noncommercial-ShareAlike 3.0 Unported Licence so other museums and galleries can also use it. The template has instructions on how to update this document. If you wish to send your feedback for future improvements please contact webmaster@tate.org.uk

As part of her PhD fieldwork at Tate, Elena Villaespesa created a Twitter analytics dashboard in a spreadsheet to facilitate the task of turning all those rows of tweets and data into a visual that helps to analyse the performance of a Twitter account overtime. This dashbaord is also licensed it under a Creative Commons Attribution-Noncommercial-ShareAlike 3.0 Unported Licence.

In order to get more insights and dig deeper into the data, we are working from the digital hub with other Tate departments to create other dashboards, mainly on Google Analytics, so they can monitor their own activities.

Digital audience research and evaluation reports


The following blog post document our work around digital analytics. You are welcome to comment and to ask questions about our work in this area.

We will be regularly updating this page with more information about digital metrics at Tate.