Google Analytics Best Practices in Slovak and Czech Online Business

Miroslav Reiter () and Andrej Miklosik ()
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Miroslav Reiter: Comenius University in Bratislava
Andrej Miklosik: Comenius University in Bratislava

A chapter in Eurasian Business and Economics Perspectives, 2023, pp 101-112 from Springer

Abstract: Abstract This paper describes some of the typical mistakes in web analytics in various organizations. It identifies the most common errors in Google Analytics accounts. We have also compiled a list of best practices for using Google Analytics by online businesses. The basis of our research was an audit of data from Google Analytics accounts of selected Slovak and Czech companies that sell their products and provide services through e-shops. The qualitative research was conducted through personal, semi-structured interviews with two web analytics experts who are Google-certified trainers. Web analytics, measurement, and Google Analytics are of great importance to any type of organization regardless of its size. That is why we attempted to highlight the most common mistakes and compile a list of recommendations applicable to most e-shops. Individual errors are categorized according to the group of problems and their severity. Web analytics and measurement are key to the continuous improvement of products and services not only in online business. If an organization is to improve, it needs the most accurate information about traffic, users, and conversions such as purchases, sign-ups, video and content viewing, and more. The main aim of this paper is to provide a list of specific analytics recommendations for any of the websites and e-shops in Google Analytics to support online business.

Keywords: Best practices; Business; Google Analytics; Online Marketing; E-shops; Web Analytics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-36286-6_6

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DOI: 10.1007/978-3-031-36286-6_6

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