Website Statistics 2.0: Using Google Analytics to Measure Library Website Effectiveness

Measuring effectiveness in library websites has historically focused on tracking crude effectiveness measures, usually in terms of hits or visits. Libraries are served poorly through this approach, as websites represent a unique and increasingly important aspect of the organization and should require more specific and custom measures of effectiveness. Libraries should instead concentrate on setting specific goals for the website, and then create measurable definitions of these goals by defining supporting website user actions and combine these custom (micro) measures with common e-commerce (macro) website metrics for a more nuanced and effective approach to measuring website effectiveness. Tools for creating and tracking these kinds of metrics have historically been out of reach for organizations like libraries due to high pricing levels. The 2005 release of Google's free analytics tool has created an accessible arena where libraries can effectively create and measure micro Key Performance Indicators and macro Key Performance Indicators, track their goal conversions, and monetize their sites to gain a professionally-generated, commercial analytics view of the effectiveness of the website.