Dominik Heller

• We are entering the 26th year from the time the World Wide Web (WWW) became reality. Since the birth of the WWW in 1990, the Internet and therewith websites have changed the way businesses compete, shifting products, services and even entire markets. Therewith, gathering and analysing visitor traffic on websites can provide crucial information to un- derstand customer behavior and numerous other aspects. Web Analytics (WA) tools offer a quantity of diverse functionality, which calls for complex decision- making in information management. Website operators implement Web Analytic tools such as Google Analytics to analyse their website for the purpose of identifying web usage to optimise website design and management. The gathered data leads to emergent knowledge, which provides new marketing opportunities and can be used to improve business processes and understand customer behavior to increase profit. Moreover, Web Analytics plays a significant role to measure performance and has therefore become an important component in web-based environments to make business decisions. However, many small and medium –sized enterprises try to keep up with the web business competi- tion, but do not have the equivalent resources in manpower and knowledge to stand the pace, there- fore some even resign entirely on Web Analytics. This research project aims to develop a Web Analytics framework to assist small and medium-sized enterprises in making better use of Web Analytics. By identifying business requirements of SMEs and connecting them to the functionality of Google Analytics, a Web Analytics framework with attending guidelines is developed, which guides SMEs on how to proceed in using Google Analytics to achieve actionable outcomes.