Library Web Analytics: Data That Can Empower and Endanger Our Users | Charleston Hub

By Junior Tidal  (Web Services & Multimedia Librarian, Associate Professor, New York City College of Technology, CUNY)

As the COVID-19 pandemic shifts numerous libraries into using virtual services, one of the metrics being used to gauge patron engagement is web analytics.  However, as web analytics can reveal data on library users, pulling analytics can be problematic for a number of reasons.  Most notably, the collection of user data from web analytics causes concern for user privacy.  This column will outline the definition of library web analytics, popular tools to collect analytics, how they are used at the New York City College of Technology’s Ursula C. Schwerin Library, and potential problems that can arise when pulling and examining user data.

Web analytics can be defined as data collected from users who visit a website.  Merek explains it as “a process through which statistics about website use are gathered and compiled electronically” (2011).  This includes such metrics as when (date and time), where (geographical location based on IP address), and what device (desktop vs. mobile devices) users are utilizing when loading the site.  The origins of web analytics can be found in web server log files, which typically record data requested by clients to a web server.  This eventually evolves into more granular data collection, including specific pages being accessed on the server, the length of time by which users view a page, and exit and entry pages, or referring sources.

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