Assignment 8 - Mejia
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Assignment 8: Analyze Traffic Data
Christina A. Mejia
DD-622-01 Web Analytics
Dr. Sereikhuoch Eng
March 12, 2024
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1.
I will be using the Google Merchandise Store, and I am interested in knowing if there is
any significant association between the conversion status (
Purchases)
on the Google
Merchandise Store and the type of device used such as a desktop or phone.
H
0
: Mobile devices and desktops have the same conversion (specifically
purchases)
rate.
H
1
: Mobile phones have a higher conversion(specifically
purchases)
rate than
purchases made on a desktop.
Two Acquisition Reports: They both focused on the last 28 days from February 13th - March
10th.
i.
Acquisition > Traffic Sources > Source/Medium:
1.
This report will provide information on the sources and mediums
that are driving traffic to the Google Merchandise Store. I also
added a secondary dimension for “Device Category” to look at
traffic sources from different types of devices. I also changed the
“Conversions” from “All events” to “Purchases.”
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ii.
Acquisition> Traffic Sources>Campaigns:
1.
The primary dimension was changed to “campaign” to look at
insights into the performance level of the campaign, and a
secondary dimension added was “device category,” to see how the
device types vary. Lastly, I looked at Conversions, and switched it
to “purchases,” instead of “all events.”
Testing for Statistical Significance
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I plugged in 20, 897 Mobile users with 70 Conversions (
Purchases)
with a conversion rate of
39.85% and 4, 894 Desktop Users with 103 Conversions (
Purchases)
with a conversion rate of
77.10%
.
The findings of this test showed the difference
IS
statistically significant. There were
roughly 37.25 percentage points difference between the devices. According to Lesson 8,
It states a “YES” result suggests that the outcomes from the two groups are statistically
different, therefore, we can conclude with statistical confidence that the difference
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observed is not by chance or random luck. The results conclude that
Desktops
have
higher conversion rates (purchases) than
mobile devices
during the test period. The
results were not what I expected. I went into the assignment thinking users opted for
shopping using their mobile devices because of Lesson 5.1 in one of our previous
modules. The article elaborated on usage behavior and how online shopping could be a
mixture of both mobile and desktop, yet I remember sharing my personal preference of
using a mobile device. Lesson 5.1 also shared how traffic from mobile in 2018 was 58%
and 42% for desktop users. Another surprising data point from that particular lesson was
how 54% of men made purchases through mobile devices than females, whereas 69% of
females were more likely to make online purchases through desktops. The findings of this
assignment has sparked my interest in knowing the time of day these conversions occur if
they are using a desktop over a mobile device as well as knowing if there is a higher
conversion rate associated with gender and the type of technology.
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References:
Eng, Dr. S. (n.d.-a).
Lesson 5.1 Usage Behavior
. Web Analytics.
https://canvas.emerson.edu/courses/2013943/discussion_topics/10879917?module_item_id
=38141080
Eng, Dr. S. (n.d.-b).
Lesson 8.1 Practical Applications of Traffic Data Analyses
. Web
Analytics .
https://canvas.emerson.edu/courses/2013943/pages/lesson-8-practical-applications-of-traffi
c-data-analyses?module_item_id=38141092
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