Project 3 – Instructions

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 for the six months, January 1 to June 30, 2023.

1. For the six months, January 1 to June 30, 2023, 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

Provide screenshots to support your analysis.

2. For the six months, January 1 to June 30, 2023, using the User Attributes Report, provide insights on the Google Merchandise Store’s user demographic data (country and city). In addition, give screenshots to support your analysis.

3. For the Six months, January 1 to June 30, 2023, 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’). In addition, provide screenshots to support your analysis.

4. For the six months, January 1 to June 30, 2023, 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.’ Provide screenshots to support your analysis.

5. For the six months, January 1 to June 30, 2023, using the Monetization Report, provide insights on the top ten e-commerce item purchases by items viewed. Provide screenshots to support your analysis.

6. For the six months, January 1 to June 30, 2023, using the Retention Report, provide insights on the 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 July 2023. What conclusions can you derive? 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 July 2023:

• 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?

9. The Google Merchandise Store has invested in a targeted marketing campaign to attract new users to its online store from June 1 – July 31, 2023. Using the Acquisition Report, did the Google Merchandise Store attract more or fewer new users from June 1 – July 31, 2023 compared to the same period last year matching the day of the week (June 2, 2022 – Aug 1, 2022)? Provide screenshots to support your analysis.

10. Continuing using the Acquisition Report from June 1 – July 31, 2023, compared to the same period last year matching the day of the week (June 2, 2022 – Aug 1, 2022), provide insights on user acquisition by channel over these time periods. Provide screenshots to support your analysis.