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Chapter 23

Handbook of Research on Social and Organizational Dynamics in the Digital Era

Uniform resource locators or a complete address of a website.

Published in Chapter:

The Use of Google Analytics for Measuring Website Performance of Non-Formal Education Institution

Ivana S. Domazet (Institute of Economic Sciences, Serbia) and Vladimir M. Simović (Institute of Economic Sciences, Serbia)

Source Title: Handbook of Research on Social and Organizational Dynamics in the Digital Era

DOI: 10.4018/978-1-5225-8933-4.ch023

Abstract

The purpose of this chapter 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.