Leveraging Google Analytics to Enhance User Engagement: A Case Study of a State University Library Website in Sri Lanka

Abstract

This study aimed to examine the effectiveness of a university library website using Google Analytics, which tracks and analyses website traffic and user behaviour to inform performance optimisation. With the Global Site Tag integration, data were collected over a twenty-four-month period from July 2022 to July 2024. Descriptive statistics and correlation analysis were employed to examine user behaviour patterns, traffic sources, and engagement metrics. The analysis revealed approximately 46,000 users, of whom approximately 44,000 (94.9%) were new users, indicating that a high proportion of visitors were first-time users. Engagement metrics included an engagement rate of 61.06% and an average engagement time of 1 minute and 53 seconds. The website also recorded a bounce rate of 42.7%, which warrants consideration alongside other engagement indicators. Correlation analysis identified significant relationships between selected variables. A moderate positive correlation was reported between device category and average engagement time (r = .560, p = .002), while strong positive correlations were observed between new users and sessions (r = .925, p < .001), event count and average engagement time (r = .780, p < .001), and engaged sessions and average engagement time (r = .926, p < .001). The findings indicate that device type, user interactions, and session characteristics were significantly associated with website engagement. The recommendations include (i) mobile optimisation for the substantial mobile user base, (ii) enhanced search engine optimisation strategies to increase organic traffic, (iii) website redesign with improved navigation, (iv) targeted marketing initiatives, and (v) continuous performance monitoring through Google Analytics. Overall, the study demonstrates the value of web analytics in informing data-driven decisions to enhance digital library service effectiveness.