Analyzing The Effects of Sessions on Unique Visitors and Unique Page Views with Google Analytics: A case study of a Tourism Website in Thailand

Abstract

The tourism industry plays an important role in Thailand's GDP which has given a huge economic boost every year. As we know, most of the tour operators own websites that are accessible worldwide and usually measured by the performance of online marketing. Therefore, the purpose of this paper is to develop a methodology to analyze the effects of sessions on unique visitors and unique page views of tourism websites based on time series data on Google analytics. This cannot be defined by simple regression as it depends on multiple factors, i.e., visitor types, traffic(channels) and technology (browsers). Besides, this paper describes how to use the most accurate data to gain an effective result. The results can be applied to other tourism websites for their analysis as well.