PLAZA, B (2011)

Google Analytics for measuring website performance.

TOURISM MANAGEMENT, 32(3): 477-481.

ABSTRACT: 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. This article addresses these questions by the analysis of Google Analytics data for http://www.scholars-on-bilbao.info. ## Beatriz Plaza (2011) Google analytics for measuring website performance. Tourism Management, 32(3): 477-481.