The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and organic traffic. Using data from website traffic analytics, this study employed multiple linear regression analysis and time series methods to understand the similarities and differences between key performance indicators of paid traffic and organic traffic as they relate to key performance indicators. Data from Google Analytics will be segmented by traffic source type and analyzed using SPSS to return descriptive statistics, multiple linear regression analysis, and time series methods. Results will quantitatively indicate tendencies of users who arrived to a website as a result of paid advertising versus the tendencies of users who arrived to a website via organic methods. Research findings will be useful for higher educational professionals who seek to optimize advertising campaigns and webpages in the student recruitment process
