Web analytics for open access academic journals: justification, planning and implementation

Authors : Alex Vitela Caraveo, Cristóbal Urbano

An overview is presented of resources and web analytics strategies useful in setting solutions for capturing usage statistics and assessing audiences for open access academic journals.

A set of complementary metrics to citations is contemplated to help journal editors and managers to provide evidence of the performance of the journal as a whole, and of each article in particular, in the web environment.

The measurements and indicators selected seek to generate added value for editorial management in order to ensure its sustainability. The proposal is based on three areas: counts of visits and downloads, optimization of the website alongside with campaigns to attract visitors, and preparation of a dashboard for strategic evaluation.

It is concluded that, from the creation of web performance measurement plans based on the resources and proposals analysed, journals may be in a better position to plan the data-driven web optimization in order to attract authors and readers and to offer the accountability that the actors involved in the editorial process need to assess their open access business model.

DOI : https://dx.doi.org/10.1344/BiD2020.45.20