Using Google Analytics to Evaluate the Impact of the CyberTraining Project

Abstract

A focus on results and impact should be at the heart of every project's approach to research and dissemination. This article discusses the potential of Google Analytics (GA: http://google.com/analytics ) as an effective resource for measuring the impact of academic research output and understanding the geodemographics of users of specific Web 2.0 content (e.g., intervention and prevention materials, health promotion and advice). This article presents the results of GA analyses as a resource used in measuring the impact of the EU-funded CyberTraining project, which provided a well-grounded, research-based training manual on cyberbullying for trainers through the medium of a Web-based eBook ( www.cybertraining-project.org ). The training manual includes review information on cyberbullying, its nature and extent across Europe, analyses of current projects, and provides resources for trainers working with the target groups of pupils, parents, teachers, and other professionals. Results illustrate the promise of GA as an effective tool for measuring the impact of academic research and project output with real potential for tracking and understanding intra- and intercountry regional variations in the uptake of prevention and intervention materials, thus enabling precision focusing of attention to those regions.