Google Analytics Assignment I PDF

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Data Analytics Fall 2021 Name: ____________________________

Google Analytics Assignment: Analytics I This assignment is to perform an analysis of the “Google Merchandise Store” website using Google Analytics to answer web analytics questions. Access the Google Analytics demo account and navigate the Google Merchandise Store website. Please sign in to your Google Account and click the following link: https://support.google.com/analytics/answer/6367342?hl=en Click “ACCESS DEMO ACCOUNT.” By clicking the Google Analytics demo account link, you opt into Google Analytics to set-up the Google Merchandise Store. Now you can see the Audience Overview in your Google Analytics account. Click on the Google Analytics icon. You will see multiple views under this Google Analytics account. Click “1 Master View” under Google Merchandise Store. Once you click it, you will see the main Audience Overview. Google Merchandise Store is a real ecommerce site that sells various Google-branded products. Spend some time navigating the Google Merchandise Store website (https://www.googlemerchandisestore.com/) to get some idea what merchandise Google is selling. It is very exciting to see the web analytics metrics of a real ecommerce site using Google Analytics!

1. Audience  Overview (1) Web Site Traffic 1) Change the time frame to the months of January -March 2021 (January 1, 2021- March 31, 2021) on the upper right. Look at the statistics below the graph. Users

New Users

Sessions

Pages/Sessio n

Avg. Session Duration

Bounce Rate

160518

155379

211161

4,38

00:02:50

51.92%

What is Bounce Rate? The percentage of single-page sessions in which there was no interaction with the page. 2) Compare the months of January - March 2021 and the months of January -March 2020 and explain the web site traffic performance. (Hint: Use time frame with comparison option.)

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Data Analytics Fall 2021 Name: ____________________________

e.g., Users increased 19.49% in January-March, 2021 compared to January-March, 2020. New Users: increased 20.64% Sessions: increased 19.70% Number of sessions per Users: increased 0.18% Bounce Rate: decreased 10,06%

3) Unselect the comparison time (the January-March, 2020) and click Apply. With “Day” selected as the time interval for the graph, which day in January-March 2021 shows the highest number of new users? Day: February 27th 2021 Number of new users: 3291

4) Continue to look at the Audience Overview for January-March 1, 2021 to January-March 31, 2021 with “Day” selected as the time interval. Above the graph click “Add Segment”. On the left, scroll down and click “System” in the left navigation bar. Choose “Organic Traffic”, “Referral Traffic”, “Paid Traffic”, and “Search Traffic” and click “Apply”. (Unselect All Users so that you can select four segments). In your line graph, you will see four lines. Compare the four traffic segments: -

Which one shows the highest percentage of Returning Visitors? Search Trafic

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Which one shows the highest percentage of Bounce Rate? Paid traffic

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Data Analytics Fall 2021 Name: ____________________________

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Which one shows the highest amount of average session duration? Referral traffic

(2) Analyses of Demographics and Location Retaining the four traffic segments for January-March 2021 (January 1, 2021- March 31, 2021), 5) Go to Audience  Demographics  Overview on the left navigation panel. Looking at the top four bar charts that say “Age”, what was the age range that had the largest number of Users across four traffic segments? 18-24

Change the key metric on the top to “Bounce Rate”. What age range had the largest percentage of bounce rate? 18 24

6) Then click “remove” under the four traffic segments dropdown to clear and now you will see only one segment including all users (100.00% Users) Go to Audiences  Geo  Location on the left navigation panel. If are there any countries (or a country) outside of the US that made up more than 5% of session traffic in January-March 2021? (check the % listed in grey behind the number of sessions) If yes, list the name of the country (countries): India, Canada Click on the “Secondary Dimensions” dropdown above the table. Under “Acquisition” click “Default Channel Grouping”.  Click Advanced  Include Country Exactly Matching United States  Click Apply button.

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Data Analytics Fall 2021 Name: ____________________________

Of the US traffic, which default channel grouping is the largest number of sessions? Default Channel Grouping: Direct

# of Sessions: 73522

Of the US traffic, which default channel grouping is the lowest bounce rate? Default Channel Grouping: Referral

Rate: 15,59

Of the US traffic, which default channel grouping produces the highest amount of revenue? Default Channel Grouping:

DIRECT

$ of Revenue: 159 857,37 $US

2. Acquisition  Overview 1) On the left navigation menu go to Acquisition  Overview. What is the best channel in January-March 2021 in terms of number of Users? Direct What is the best channel in January-March 2021 in terms of Bounce Rate? (The lowest bounce rate)? Referral What is the best channel in January-March 2021 in terms of Revenue? direct

2) Go to Acquisition  All Traffic  Channels. “Default Channel Grouping” should be selected above the table as the Primary Dimension. Which default channel(s) group brings in the highest quality traffic (lower bounce rate, more pages/session and longer average session duration)? Direct Above the table, change the Primary Dimension to “Source /Medium”. What are the highest sessions after Google/organic? (Except (direct) /(none) and (direct)/ (None)) paid search 3) Go to Acquisition  Source/Medium What produces the highest amount of revenues (Except (direct)/(None) and (not set)/(not set))? 4) Go to Google Ads  Campaigns 4

Data Analytics Fall 2021 Name: ____________________________

What is the definition of CPC?

5) Go to Google Ads  Keywords Which keyword did bring the highest session? Which keyword did produce the highest revenue? 6) Go to Google Ads  Hour of Day Please change Primary Dimension to Day of Week. In which day produces the highest amount of revenue? 7) Go to Campaigns  Cost Analysis What is the definition of CTR (click through rate)? What is the definition of RPC (revenue per click)?

What is the definition of ROAS (return on advertising spend)?

Change Primary Dimensions to Keyword. Which keyword produces the highest users? Except (not set), (not provided)

Please make interpretation and recommendation for the company.

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