The potential of Google Analytics for tracking the reading behavior in web books

Purpose The purpose of this paper is to introduce Google Analytics as a format suitable for advanced tracking of reading behavior within web books, set the metrics for measuring the reading behavior of web books and describe the first results of a pilot study. This paper offers suggestions for further deployment of web books and web analytics in digital libraries and evaluating web books' performance. Design/methodology/approach To understand the reading behavior of web book users, researchers use quantitative research methods based on custom and advanced metrics at Google Analytics. Findings Google Analytics is a valuable tool for tracking access to individual books and tracking entire web book collections, mainly if researchers use the combination of unique custom and advanced metrics. A pilot study with 190 users uncovered significant results on reading behavior, for example, the strong preference for scrolling over navigation buttons. Research limitations/implications This pilot study is limited to measuring two web books and 190 users. This study demonstrated a workable setup of metrics for measuring reading behavior; it would be helpful to continue measurement with a larger sample of books and users. Originality/value Researchers in library and information science currently use web analytics mainly to understand user behavior on the website and in the catalog. This paper presents the possibilities of deploying Google Analytics directly in web books to understand reading behavior.