Vliv aktivity na síti Instagram na webovou návštěvnost a konverze: datová analýza a etické aspekty práce s uživatelskými daty

The growing importance of digital communication and the availability of multiple data sources create new opportunities for analytical evaluation of user behavior. In the context of fashion brands, Instagram represents a key channel, yet its impact on website traffic and conversions often remains ambiguous. The aim of this study is to quantitatively assess, from a data-analytics perspective, the relationship between EIRI’s activity on Instagram, the performance of Meta Ads campaigns, and web outcomes measured through Google Analytics 4. The study also considers the question of ethically and legally compliant processing of digital data. The analytical framework is based on an integrated dataset combining three platforms of different natures and granularities. After cleaning, temporal harmonization, and aggregation to a weekly level, correlation analyses, linear regression models, dynamic ARDL models, and generalized additive models (GAM) were applied. Emphasis is placed on transparency of the analytical workflow, reproducibility of procedures, and control of statistical assumptions. The ethical component evaluates whether the chosen methodology aligns with GDPR principles, particularly minimization, anonymization, and purpose limitation. The results show that, for the EIRI brand, organic Instagram activity has a short-term and statistically significant effect on website traffic, whereas the timing of posts does not exhibit a measurable impact on engagement or sessions. Instagram engagement did not emerge as a predictor of conversions; the decisive factor is the intensity of Meta Ads spending. Stories have only marginal effects and mainly serve to maintain communication continuity. The analysis fully complies with GDPR, as it operates exclusively with aggregated, anonymized, and non-profiling data. The research demonstrates that even a smaller fashion brand can, through data integration and analytical methods, obtain robust and practically actionable insights into user behavior. At the same time, the study shows that data analytics can be conducted in a manner that is both methodologically transparent and legally and ethically sustainable.