Domazet, Ivana and Simović, Vladimir (2020) The use of Google Analytics for measuring website performance of non-formal education institution. In: Handbook of research on social and organizational dynamics in the digital era. Business Science Reference, Hershey, pp. 483-498. ISBN 978-15-22589-33-4
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The purpose of this paper is to measure the performance of a non-formal educational institution’s website using Google Analytics data and data obtained in a separate research on specific non-formal educational institution’s users. The goal was to determine the best performing acquisition channel for non-formal educational institutions and the average user profile of this kind of educational programs by means of user acquisition- and behavior data. Key parameters used to measure the performance of different acquisition channels were conversion rate, average session duration and bounce rate. User gender data and age group data were used on a side of user specific data. The findings presented in this research may be applicable to other non-formal educational institutions as well.
| Item Type: | Book Section |
|---|---|
| Additional Information: | COBISS.ID=512573026 |
| Uncontrolled Keywords: | Google Analytics, conversion rate, average session duration, bounce rate, average user profile, non-formal education |
| Research Department: | Other |
| Depositing User: | Jelena Banovic |
| Date Deposited: | 16 Aug 2019 08:15 |
| Last Modified: | 12 May 2020 08:59 |
| URI: | http://ebooks.ien.bg.ac.rs/id/eprint/1360 |
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