ABSTRACT
Web analytics involves traffic monitoring and visitor behavior tracking on a particular website with the aim of optimizing an organization's marketing strategies. This chapter aims to verify a hypothesis that Google Analytics (GA) is a prosumption tool for Internet data analysis that can be used by a company to effectively manage its website, that is, manage the website content and traffic. The traffic optimization effect was to be reflected in an increasing number of visitors, a larger number of new users, or a larger number of returning visitors. The content optimization effect was to be reflected in an increasing number of page views per visit, reduction in the bounce rate, and increasing time spent on the site. The stages of Internet data analysis are conducted cyclically: measurement, analysis, reporting, hypotheses/action, and testing. The analysis of the GA data helped to achieve all the goals set at the beginning of the study.
