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undergraduate thesis
WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS
Završni rad
2023. urn:nbn:hr:145:448998
Vujić, Ana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Quantitative Methods and Informatics

Cite this document

Vujić, A. (2023). WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:448998

Vujić, Ana. "WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:448998

Vujić, Ana. "WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:448998

Vujić, A. (2023). 'WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 02 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:448998

Vujić A. WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 April 02] Available at: https://urn.nsk.hr/urn:nbn:hr:145:448998

A. Vujić, "WEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:448998

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Metadata
TitleWEB ANALITIKA: PRIMJER UPOTREBE ALATA GOOGLE ANALYTICS : Završni rad
Title (english)WEB ANALYTICS: AN EXAMPLE OF USING GOOGLE ANALYTICS : Final paper
AuthorAna Vujić
MentorDario Šebalj (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Quantitative Methods and Informatics)
Osijek
Defense date and country2023-09-04, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Svrha ovog rada je istraživanje web analitike kao dijela internet marketinga i alata za web analitiku s naglaskom na alat Google Analytics. U teorijskom je dijelu dan pregled internet marketinga, grane koja između ostalog, obuhvaća i web analitiku. Nakon toga, rad govori o samoj web analitici, počevši od definiranja samog pojma, nakon čega slijedi kratki pregled povijesti web analitike, od njenih početaka i prvih alata do njihove evolucije u alate web analitike današnjice, čiji su glavni... More predstavnici, kao i ključni pokazatelji uspješnosti koji se prate tim alatima, također prikazani u teorijskom dijelu rada. U praktičnom dijelu prikazan je proces postavljanja alata Google Analytics na web sjedište poslovnog subjekta, a zatim je prikazano i objašnjeno po jedno izvješće iz svake kategorije koje su grupirane u dvije skupine: životni ciklus i korisnik. Svi primjeri izvješća prikazani su korištenjem Google Analytics demo računa, a informacije o spomenutim temama su prikupljene iz knjiga o digitalnom marketingu i web analitici te iz službene Google Analytics dokumentacije. U raspravi je ukazano na prednosti i nedostatke Google Analytics-a. Među prednostima se ističe opsežnost i lakoća dolaska do relevantnih podataka, dok nedostatke predvodi rastući trend privatnosti korisnika na internetu koji ometa prikupljanje potpunih podataka. U zaključku su sumirani izneseni rezultati istraživanja. Less
Abstract (english)
The purpose of this paper is to research web analytics as a part of internet marketing and web analytics tools, with emphasis on Google Analytics. The theoretical part takes a more in-depth approach to explaining internet marketing, a field which, among other things, also encompasses web analytics. After that, the paper talks about web analytics itself, starting from the definition of the term, after which it gives a short overview on the history of the field, from its beginnings and... More first tools, up to their evolution into modern day web analytics tools, whose main representatives, as well as key performance indicators which are being tracked by said representative tools, are also overviewed in the theoretical part. The practical part of the paper starts by showing the process of setting up Google Analytics on a website and continues by showcasing and explaining one report from each category, categories themselves being User and Life cycle. All shown reports were made by using the Google Analytics demo account, while the information given on aforementioned topics was mostly gathered from books on web analytics and digital marketing, as well as the official Google Analytics documentation. The discussion points out the advantages and disadvantages of Google Analytics. The most prominent advantage being the amount and the accessibility of relevant information, while the main disadvantage is the growing trend of online privacy which is interfering with the gathered data. The conclusion sums up the results of the practical part of the paper. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:448998
Study programmeTitle: Business Informatics
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/ bacaccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/ bacaccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-14 17:54:30
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