The following describes the data associated with Goldsmith, G.R., A.D. Fulton, C.D. Witherill, and J.F. Espeleta. 2014. Improving the efficacy of web-based educational outreach in ecology. Published in Ecosphere. For further information, please contact authors Greg Goldsmith (grgoldsmith@gmail.com) or Drew Fulton (drew@drewfulton.com). The data in this file can be used to reproduce the primary analyses associated with the article; those wishing access to any data not described herein are welcome to contact the authors. Prior to any novel analysis with this data, we ask that you please contact us to inform us of your plans, as well as cite the data source and the publication noted above in any resultant products. The data set describes visitation and visitor behavior to the website Canopy in the Clouds (www.canopyintheclouds.com) between 21 January 2011 and 21 January 2014 as determined through Google Analytics. We analyzed weekly data (n = 160 weeks as a function of Google Analytics’ aggregation) on all visitations originating from the USA. We do not distinguish among visits where the program identifies languages other than English as being utilized by the visitor’s computer. The column headers and their definitions are as follows: -year = Year in which the visit(s) was recorded. -year.week = Year in which the visit was recorded, followed by week (1-52) in which the visit(s) were recorded. -country = Country from which the visit(s) originated. Filtered to only U.S.A. -source = The means by which the visitor arrived at the site (see publication for details). -referral = If the source was a referral, the type of referral as classified by the authors (see publications for details). If not a referral, defaults to the source. -num.visits = Total number of visits. -avg.time.on.site.seconds = The average time the visitor spent visiting the website (in seconds). -avg.time.per.page.seconds = The average time the visitor spent per page viewed on the website (in seconds). -avg.num.pages.per.visit = The average number of unique pages visited by the visitor. -num.bounces = The number of visits which did not remain on the website (note that proportion of visits retained, calculated in the paper as the opposite metric (i.e. 1 - num.bounces), is defined as visits where time on site > 0 seconds). This research was completed following the guidelines of the Oxford University Research Ethics Committee. A privacy notice is available at www.canopyintheclouds.com. Every effort has been made to ensure that no individual visitor to the website can be identified through the results.