Google Analytics Assignment II-2 PDF

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Data Analytics Fall 2021

Google Analytics Assignment: Analytics II 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!

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 1

Data Analytics Fall 2021

Above the table, change the Primary Dimension to “Source /Medium”. What are the highest sessions (Except (direct) /(none) and (not set)/(not set))? google/cpc

3) Go to Acquisition � Source/Medium What produces the highest amount of revenues (Except (direct)/(None) and (not set)/(not set))? google/cpc

4) Go to Google Ads � Campaigns What is the definition of CPC? Cost per click is the average cost you paid for each click on your search ad(s) 5) Go to Google Ads � Keywords Which keyword did bring the highest session ? Google Merchandise Store Which keyword did produce the highest revenue ? Google Merchandise Store 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? 1st day 7) Go to Campaigns � Cost Analysis What is the definition of CTR (click through rate)? → Google Ads CTR (click-through rate) is the percentage of ad impressions that resulted in a click.

What is the definition of RPC (revenue per click)?

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Data Analytics Fall 2021

→ Revenue-per-click is the average revenue (from ecommerce sales and/or goal value) you received for each click on one of your search ads.

What is the definition of ROAS (return on advertising spend)? → ROAS (return on advertising spend) is calculated by dividing the conversion value (based on e-commerce revenue and/or goal value) by the ad spend.

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

3. Behavior � Overview 1) Go to Behavior � Click Overview How many Pageviews were there in January-March 2021? 952,242 How many Unique Pageviews? 599,154 Bounce Rate : 51.92% 2) Choose Product Categories (Content Group) under Site Content in Overview on the same Overview page under Behavior Report. Except for the (Not Set) product category, which product category has the highest percentage of page views ? Apparel What percentage is this category ? 25.87% 3) Click Site Content and All Pages, Choose Page Title in Primary Dimension � Click on the cell of Entrances and a small down arrow symbol will appear at the right of the cell. This means that the values in that cell columns are sorted from the largest value to the lowest value. Which Page Title has the highest Entrances in January-March 2021 ? Home

4) Click on the cell of Pageviews to sort descending from highest to lowest. Look at the bounce rates for each Page Title.

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Data Analytics Fall 2021

Among these 10 Page Titles, which one has the highest Bounce Rate? Google Online Store

5) Click on the cell of Page Value to sort from the largest page value to the lowest page value. Which page title has the highest Page Value? (Except checkout confirmation, checkout review, payment methods). The Google Merchandise Store/Gift Card - $100.00

6) Click Landing Pages in the left column. What is the definition of Landing Page?

The pages through which visitors entered your site.

Click the fifth landing page and copy the landing page (/google+redesign/apparel/mens/mens+t+shirts) and capitalize all the first letters such as (/Google+Redesign/Apparel/Mens/Mens+T+Shirts). Copy it and paste it into a new address bar after typing https://shop.googlemerchandisestore.com. (So basically, you type https://shop.googlemerchandisestore.com/Google+Redesign/Apparel/Mens/Mens+T+Shirts in your address bar. This allows you to go to the landing page and see how it works.) [copy + paste the screenshot of the first screen of the webpage here.]

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Data Analytics Fall 2021

Click the following landing page (/google+redesign/apparel/mens) and capitalize all the first letters such as (Google+Redesign/Apparel/Mens). Copy and paste it into a new address bar after typing https://shop.googlemerchandisestore.com. (So basically, you type https://shop.googlemerchandisestore.com/Google+Redesign/Apparel/Mens in your address bar.) [copy + paste the screenshot of the first screen of the webpage here.]

8) Compare the metrics of the Men’s T-Shirt landing page (https://shop.googlemerchandisestore.com/Google+Redesign/Apparel/Mens/Mens+T+Shirts) with the ones of the Women’s T-Shirt landing page (https://shop.googlemerchandisestore.com/Google+Redesign/Apparel/Womens/Womens+T+ Shirts). Session s

% New Session

New Users

Bounce Rate

Transactions

Revenues

Men’s T-Shirt landing page

5993

87.70%

5256

44,28%

17

US$736.73

Women’s TShirt landing page

66

92,42%

61

60,61%

0

US$0

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Data Analytics Fall 2021

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