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| Author: | Plaza, B. |
| Title: | Google Analytics for measuring website performance |
| Journal: | Tourism Management
2011 : JUN, VOL. 32:3, p. 477-481 |
| Index terms: | time series marketing tourism performance measurement internet |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | Measuring tourism websites' performance is becoming a key issue for effective online marketing. The purpose of this paper is to analyse entry effectiveness (visit behaviour and length of sessions) depending on their traffic source: direct visit, in-link entries (e.g., en.wikipedia.org), and search engine visits (e.g., Google). To gain insights, time series analysis of Google Analytics data is utilized. This method could be of interest for any tourism website optimizer. |
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