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NHS Choices: how we perform

NHS Choices analytics

The NHS Choices reporting team is a dedicated team of in-house analysts, working within a web analytics environment, who provide insight into the factors that influence visits to NHS Choices.

The team frequently publishes reports on the NHS Choices blog. Come back regularly to find out what's been affecting visits to the site.

Web analytics is the collection, measurement, analysis and reporting of data for understanding and optimising web usage.

On-site web analytics measure a visitor's behaviour once they arrive on the site, while off-site web analytics relate to the web measurement and analysis of competitors and the internet as a whole, looking at market share and potential opportunities.

Standard web analytics measurements include hits, visits, visitors and page views, although these can sometimes vary depending on the analytics application being used.

NHS Choices uses Webtrends (a web analytics tool), Hitwise (an online competitive intelligence service) and other analytic providers to compile the data for its monthly performance reports.

NHS Choices analytics blogs

Our blog posts regularly feature stories in the press or on television that cause out-of-the-ordinary spikes in visits to articles or data on the site. We examine the reason for the uplift, which is usually short term.

We also post a weekly report that looks at changes in traffic for the previous week, along with high-level tracking of visits week-on-week against the previous year.

Staples of the weekly report include the top 10 site areas visited, most prevalent search engine referral phrases, and the most-watched videos, along with the most popular pages visited during the week.

If you wish to know more about NHS Choices' performance in previous years, contact our service desk by email on

Page last reviewed: 15/12/2016

Next review due: 15/12/2019