Develop Consumer Insights using Google Analytics Assignment
Assignment Description
This assignment is to use Google Analytics to develop consumer insights into an e-commerce site. Google Analytics, commonly known as GA, is a web analytics tool that collects, measures, and analyzes website data. You will use GA Version 4, the latest iteration of Google Analytics, where you will use GA4 to develop user insights from an e-commerce demonstration website, the Google Merchandise Store. The Google Merchandise Store is an e-commerce site that sells Google-branded merchandise. It contains data typical of what you would see for an e-commerce site.
To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: If you already have a Google account, you are prompted to log in to that account. If you don’t have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour. Then, follow the instructions in each blue box.
This assignment will be graded based on the thoroughness and sophistication of your analysis, the quality of your recommendations, and the clarity and organization of your report.
Assignment
Provide answers to the following ten data analysis questions in a Word document. Include one or more screenshots of the relevant Google Analytics page to support your answers.
For the first six questions, you will provide an overview of the website activity of the Google Merchandise Store users from September 1, 2023 to January 31, 2024.
1. For the five months, September 1, 2023 to January 31, 2024, using the Acquisition report, describe insights regarding the source and medium that led a user to arrive at the Google Merchandise Store. The source represents the publisher or inventory source from which traffic originated. For example, users who return to your website from Google Search show as “google” in the Session source dimension. Other examples include “youtube” and “gmail.”
The medium is the method for acquiring users to the Google Merchandise Store. Examples include:
• ‘affiliate’: users who click a link through an affiliate program
• ‘cpc’: (short for cost-per-click) users who click a paid advertisement
• ’email’: users who click a link in an email marketing campaign
• ‘organic’: users who click a link from a search engine
• ‘referral’: users who click a link on a website (e.g., a link in a video description)
• ‘(none)’: direct traffic
Analyze the trends in user acquisition from these sources and mediums. Were there any noticeable patterns or anomalies? Provide screenshots to support your analysis.
2. For the five months, September 1, 2023 to January 31, 2024, using the User Attributes Report, provide insights on the Google Merchandise Store’s user demographic data (country and city). Were there any noticeable patterns or anomalies? In addition, give screenshots to support your analysis.
3. For the five months, September 1, 2023 to January 31, 2024, using the Tech Report, provide insights on the Google Merchandise Store’s user platform/device data (the browser from which user activity originated; the mobile device from which user activity originated; and the device category from which user activity originated—categories include ‘desktop,’ ‘mobile,’ and ‘tablet’). Based on your analysis, propose strategies for optimizing user experience and acquisition across these platforms and devices in the upcoming year. In addition, provide screenshots to support your analysis.
4. For the five months, September 1, 2023 to January 31, 2024, using the Tech Report, provide insights on the Google Merchandise Store’s methods by which users accessed its website. Platforms include ‘Android,’ ‘iOS,’ and ‘Web.’ How does user activity compare across these platforms? Provide screenshots to support your analysis.
5. For the five months, September 1, 2023 to January 31, 2024, using the Monetization Report, provide insights on the top ten e-commerce item purchases by items viewed. Analyze the conversion rate of views to purchases for these top ten items. Which items have the highest and lowest conversion rates? Provide screenshots to support your analysis.
6. For the five months, September 1, 2023 to January 31, 2024, using the Retention Report, provide insights on the new and returning users. Based on your analysis, propose strategies for improving user retention in both new and returning users. Provide screenshots to support your analysis.
7. Active users are engaged on your website over a specific period. GA4 automatically collects active user data and can access it in your engagement reports. Active users are defined as follows:
• 1-Day Active Users: Distinct users who visited your site over the past day, including the last day in the report range. This is synonymous with the term “Active users.”
• 7-Day Active Users: Distinct users who have visited your site over the past seven days, including the last day in the report range.
• 30-Day Active Users: Distinct users who have visited your site over the past 30 days, including the last day in the report range.
Using the Engagement Report, find the number of active users (1 Day, 7 Day, and 30 Day) during January 2024. What conclusions can you derive? What do they indicate about user engagement? Please provide a screenshot to support your analysis.
8. User stickiness refers to active users based on how frequently they access your site. In particular, user stickiness refers to how many users visit your site daily, weekly, and monthly. Using the Engagement Report, provide a snapshot of the following ratios for the month of January 2024:
• Daily active users (DAU)/Monthly active users (MAU)
• Daily active users (DAU)/Weekly active users (WAU)
• Weekly active users (WAU)/Monthly active users (MAU)
What do these ratios indicate regarding user retention? Based on your analysis, propose strategies for improving user stickiness and retention.
9. The Google Merchandise Store has invested in a targeted marketing campaign to attract new users to its online store from November 21, 2023 – January 31, 2024. Using the Acquisition Report, did the Google Merchandise Store attract more or fewer new users from November 21, 2023 – January 31, 2024, compared to the preceding period, September 12, 2023 – November 20, 2023? Propose strategies for improving user acquisition based on your analysis of the campaign’s performance. Provide screenshots to support your analysis.
10. Continuing using the Acquisition Report from November 21, 2023 – January 31, 2024, compared to the preceding period, September 12, 2023 – November 20, 2023, provide insights on user acquisition by channel over these time periods. Based on your analysis, propose strategies for optimizing user acquisition for each channel in the upcoming year. Provide screenshots to support your analysis.
Comments from Customer
To get to site click on Google Analytics 4 property link. (Sign into Google)
Once in site. On top left next to “Analytics” there is All Accounts tab with drop down. Click it. In search box type “Google Merch”. It will be 1st selection called GA4 – Google Merch Shop. Select this. Once loaded, on left select reports.
On top right there are dates. Ensure you change dates to reflect September 1, 2023 to January 31, 2024.
Please let me know if this is feasible.
