A photovoltaic (PV) power plant is an effective way to convert sunlight into electricity. This technology is rapidly developing around the world, since it can be harvested in many parts of the earth. But increase in the cell temperature is a weak point of PV cells. In this research using TiO2/water nanofluid is experimented to overcome the problem. Moreover, integrating metallic-insert is also used inside the copper tubes, as a novelty. In the assessments, both energy and exergy analysis were performed. Besides, the difference between the electrical efficiency of PV module and system is distinguished. The results showed 25, 27.6, 28.2 and 30.5 °C decrease in PV panel temperature for water, water + insert, TiO2/water and TiO2/water + insert cases, respectively. The overall efficiency of the system shows that 7% enhancement is obtained, when the insert is used. Furthermore, it was found that TiO2/water + insert attained to 1.7% less entropy generation. Finally, a comparison between the results of this study with other similar researches in using TiO2/water nanofluid as coolant of PV module had been presented and the benefit of using insert was proven, too. © 2023 Elsevier Ltd.