WEB DATA ANALYTICS - EXAMPLES OF GOOGLE ANALYTICS USAGE : Final paper

Cilj završnog rada je prikazati upotrebu programa Google Analytics na primjeru konkretnih podataka poljoprivrednog portala Agroklub. Google Analytics jedan je od najpoznatijih besplatnih alata za analitiku podataka s web-a. Web analitika je alat kojeg koriste marketinški stručnjaci u pronalaženju odgovora na svoja pitanja. Prikazuje kako je korisnik stigao na web mjesto, poput pretraživanja u tražilici ili slijedeći vezu s druge web stranice, i tehničke detalje poput korisnikovog preglednika i rezolucije zaslona. Google Analytics može mjeriti angažman, transakcije i prihode od kupaca te potencijalne kupce. Korisniku daje uvid u to odakle kupci dolaze, što traže i koliko su blizu da postanu kupac. Ovaj alat omogućava usporedbu i analizu rezultata u odnosu na prethodnu godinu što zapravo daje uvid u uspješnost poslovanja poslovnog subjekta. Osim što je besplatan, Google Analytics može se koristiti u različitim digitalnim okruženjima, poput web stranica te mobilnih aplikacija. Osim alata Google Analytics, u radu su spomenuti i ostali alati za web analitiku kao što su Google Search Console, SEMRush te SimilarWeb. U radu je objašnjeno te prikazano na konkretnim primjerima kako poslovni subjekt može unaprijediti svoje poslovanje upotrebom navedenog alata. Preopterećenje podataka vrlo je česta pojava na internetu, stoga je Google Analytics zaista alat za rješavanje problema.The main goal of the final paper is to show the use of Google Analytics on the example of specific data of the agricultural portal Agroklub. Google Analytics is one of the most popular free web analytics tool. Web analytics is a tool used by marketers in finding answers to their questions. It shows how user arrived at a website, such as searching in a search engine or following a link from another website, and technical details such as the user’s browser and screen resolution. Google Analytics can measure engagement, transactions, and revenue from customers and potential customers. It gives the user an insight into where customers come from, what they are looking for and how close they are to becoming a buyer. This tool allows you to compare and analyze the results compared to the previous year, which actually gives an insight into the business performance of the company. In addition to being free, Google Analytics can be used in a variety of digital environments, such as websites and mobile applications. Besides the Google Analytics tool, there are some web analytics tools such as the Google Search Console, SEMRush and SimilarWeb that are also mentioned in the paper. The paper explains and shows concrete examples of how a business entity can improve it's business by using this tool. Data overload is very common on the internet, so Google Analytics is really a troubleshooting tool