Analýza návštěvnosti a chování uživatelů webu studentského filmového festivalu FOFR 

The bachelor's thesis focuses on the analysis of website traffic and user behavior on the website of the international student film festival FOFR. The main aim of the thesis is to identify key patterns in website traffic and user behavior based on data from Google Analytics 4 and Google Search Console, complemented by a technical audit conducted using Google Lighthouse, and to propose measures leading to the improvement of the website's acquisition performance and visibility. The theoretical part defines web analytics as a component of digital marketing and describes the principles of Google Analytics 4, including its legislative framework in the context of GDPR (General Data Protection Regulation). The practical part introduces the analyzed organization and its website and subsequently focuses on the analysis of data from a selected time period. The analysis is based on data from Google Analytics 4 and Google Search Console and is structured according to key areas of web analytics, such as traffic, acquisition channels, user behavior, and audience profile. This analysis is further complemented by a technical audit of the website carried out using Google Lighthouse, which evaluates performance, accessibility, compliance with best practices, SEO, and the website's readiness for autonomous AI agents, both in the mobile and desktop versions. Based on the conducted analysis, the main trends in the development of website traffic and user behavior are identified, as well as the strengths and weaknesses of the festival's current digital marketing and the technical solution of the website. The findings indicate room for improving performance measurement, optimizing marketing activities, and enhancing the technical quality of the website. In the conclusion of the thesis, specific measures are proposed focusing on the implementation of conversion tracking, optimization of marketing channels, strengthening of organic visibility, development of a content strategy for the periods between festival editions, technical optimization for the mobile environment, and expansion of the international reach of the website.