The Observatory supports understanding how people interact with the government online and opportunities to provide better digital services for all Australians.

About the Observatory

The Observatory enables the measurement of interactions with services using Google Analytics which tracks and reports website traffic to gov.au domains. Through advanced analysis techniques to non-personally identifiable data, we are able to understand visitor trends and peak use of digital services. 

The DTA is the administrator of the Observatory Subscription Service and Australian Government Observatory Organisation within the Google Marketing Platform.  

Joining the Observatory

Australian Government entities who join the Observatory are provided with:

  • Google Marketing Platform Sales Partner Procurement 
  • Google Marketing Platform Licencing 
  • Google Marketing Platform Usage 
  • Google Marketing Platform Training 
  • Google Marketing Platform Support 

Subscribers must agree to the Observatory Terms of Service, Observatory Subscription Fees and complete the Observatory Subscription Form

Subscription requests will be reviewed and an outcome provided within five business days. 

Subscription costs 

The Observatory is a Google Marketing Platform, fee for service arrangement for Google Analytics and Tag Manager and provides savings for Government through a single procurement. 

The Observatory Subscription period runs from the 1 January (start date) to 31 December 2023 (end date), inclusive or as otherwise agreed in writing. 

Subscription tiering and costs are based on individual government entity forecasted billable hits outlined in the Observatory Subscription Fees

The DTA reserves the right to recover from government entities any additional cost incurred as a result of the entity exceeding the maximum billable events within their tier or excess use of available support hours. 

Subscription terms 

The Observatory Terms of Service provide an overview of services offered under the subscription service, roles and responsibilities of all parties, mandatory requirements, billing and support arrangements.  

Government entities are solely responsible for the access, use and management of the Google Marketing Platform and the privacy and security of their data. 

Government entities must comply with the Observatory and Google Marketing Platform Terms of Service. Failure to comply may result in the termination of services. 

Google mandates that no Personally Identifiable Information (PII) is captured and the DTA recommends data storage within Australia.   

General support and Sales Partner technical support is coordinated through the DTA via request to observatory@dta.gov.au. Support is available between 9:00am to 5:00pm Monday to Friday, excluding ACT public holidays. 

A number of training sessions and events are held throughout the year for subscribed Observatory members. For the latest news and upcoming sessions visit Observatory News


Find the latest information about upcoming Observatory training and Google Marketing Platform updates. 

Terms of Service

The Observatory Terms of Service outline the provisions of the Google Marketing Platform Subscription Service. 

Subscription Fees

The Observatory Subscription Fees outline the costs associated with joining the Observatory. 



Get in touch

If you have any questions you can get in touch with us at observatory@dta.gov.au