VYUŽITÍ NÁSTROJŮ WEBOVÉ ANALYTIKY PRO POCHOPENÍ UČENÍ V ONLINE PROSTŘEDÍ.

Purpose - The paper we will attempt to outline the possibilities of using Google Analytics and Smartlook, as two tools for web analytics in the educational context, to point out the possibilities and the limits of such an approach and its relation to learning analytics as such. Measurement and analysis of web courses brings a lot of interesting possibilities, both towards redesign and innovation (data with intervention potential), as well as purely research character. Design/methodology/approach - In the introduction, we focus on the relationship between web analytics and learning analytics. Next, we'll describe Google Analytics in terms of its educational opportunities. This description is related to already existing research papers dealing with this topic. The following is a Smartolook tool that lets you create heatmaps and capture the cursor movement on a web page, which again relates to the ability to analyze student interaction with the learning material. In the last two chapters, the tools are applied to a real web course in the form of an example of each possible analytical view. Results - Using the tools above, it is not possible to perform the learning analytics as an activity leading to intervention, for example to identify problem students, but rather to find out what users of the course are studying what their technical equipment is, to reveal to some extent their learning habits and formulations behaviour in the online environment. Originality/Value - The paper primarily seeks to show how students' learning can be understood through web analytics tools. Describes the relationship between web analytics and learning analytics and, based on empirical data and literature, offers a discussion of their methodological links. [ABSTRACT FROM AUTHOR]