This study examines Generation Z users that visited a university website's homepage for the first time. Using a case study design, quantitative data from Google Analytics were obtained, processed, and analyzed over for the observation period of 365 days. The results indicate that there is statistical evidence to support that user counts vary by device, day of the week, session duration, and referral medium. The research showed new user proportions were highest from users of desktop devices and when users were referred by a search engine. The results also suggest that a large portion of new users leave the university homepage without navigating to other pages within the university website and the most popular day of the week for visits is Wednesday. The findings might be useful to higher education decision-makers that are seeking information about Generation Z prospective students. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]