USE OF WEB ANALYTICS IN DIGITAL MARKETING OF HIGHER EDUCATION INSTITUTIONS

Introduction. Modern operating conditions of the national education system are characterized by digitalization of all components and processes. The educational process undergoes digital transformation; the practice of building communications of the institution of higher education with the target audience. All components of the marketing-mix system (product, price, place, promotion, people, processes) are becoming digital. Educational courses, as a product, along with the traditional physical form, acquire a digital format; payment/subscription for an educational course is increasingly made online; educational institutions use website, social networks, digital advertising, digital PR as promotion tools. Therefore, educational institutions and, in particular, institutions of higher education, need to use a systematic approach to marketing in their activities, build a positioning strategy on the educational services market, and use integrated channels of marketing communications. The issue of building and integrating the educational institution's digital marketing strategy with classical marketing tools and the overall corporate strategy is relevant. Purpose. The purpose of the study is to use web analytics tools to diagnose the reach of the website's target audience, monitor the behavior of users in social networks during interaction with the educational institution, which allows to determine the digital position of the educational institution, as well as the digital presence and behavior of competitors in the market of educational services. Materials and methods. The research materials are: 1) the works of domestic and foreign scientists in the field of digital marketing and modern tools for monitoring the digital presence of an educational institution on the Internet; 2) practical metrics of the functioning of websites and social networks of leading institutions of higher education of Ukraine for 2023–2024. The authors of this article used a number of research methods: — methods of accumulating facts (registration, measurement); — methods of describing facts; methods of analyzing facts and phenomena according to various indicators and criteria (assessment, comparison, comparison); — methods of substantiating scientific conclusions (synthesis); — methods of selection and substantiation of scientific recommendations; — methods of interpretation of conclusions. The results of the study were obtained using empirical research methods, such as: measurement, comparison, generalization, systematization, analysis and synthesis of metrics of the digital presence of higher education institutions on the Internet. Results. In a scientific article with a description of the web analytics software SemilarWeb, the basic indicators of the website of the leading higher education institutions of Ukraine and indicators of the behavior of their visitors are determined. SMM indicators of visits to five leading higher education institutions of Ukraine were monitored and coverage by types of digital marketing channels was determined.