Google Analytics for measuring website performance

doi:10.1016/j.tourman.2010.03.015

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Google Analytics for measuring website performance

2011-06-01

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Beatríz Plaza *

DOI：10.1016/j.tourman.2010.03.015

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Abstract

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Performance measurement of tourism websites is becoming a critical issue for effective online marketing. The aim of this article is to analyse the effectiveness of entries (visit behaviour and length of sessions) depending on their traffic source: direct visit, in-link entries (for instance, en.wikipedia.org), and search engine visits (for example, Google). For this purpose, time series analysis of Google Analytics data is made use of. This method could be interesting for any tourism website optimizer. (C) 2010 Elsevier Ltd. All rights reserved.

Keywords:

Web analytics

Google Analytics

Time series

Online marketing

Ecommerce

eTourism

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