GA4 Exercise

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Utah Valley University *

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3660

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Information Systems

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Apr 3, 2024

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docx

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Uploaded by DukeMoon11996

Home Tab 1. Question: "What channel has the best conversion rate?"  Strategy Implication: Identifying the channel with the highest conversion rate could inform allocation of resources towards that channel for further optimization or investment. 2. Question: "Which landing page has the highest bounce rate?"  Strategy Implication: Identifying the landing page with the highest bounce rate could prompt optimization efforts for that page to improve user engagement and retention. 3. Question: "What is the trend in returning users over the past month?"  Strategy Implication: Understanding the trend in returning users can help gauge user loyalty and satisfaction, influencing retention strategies and customer relationship management initiatives. Acquisition Direct search 1. Brand Recognition : Users directly searching for your brand name or website URL are likely already familiar with your brand, products, or services. This familiarity can lead to higher engagement rates as these users may have a stronger intent to interact with your website. 2. Returning Visitors : Direct search traffic often includes a significant portion of returning visitors who have previously interacted with your website. Returning visitors are more likely to engage with your content or make a purchase, especially if they had a positive experience during their previous visits. 3. Specific Intent : Users performing direct searches typically have a specific intent in mind, such as seeking information about your brand, products, or services. This focused intent can result in higher engagement rates compared to users arriving from other channels where intent might be more varied or uncertain. 4. Bypassing Intermediaries : Direct search traffic bypasses intermediaries like search engines or referral websites, resulting in a more direct connection between the user and your website. This direct connection can lead to higher engagement as there are fewer barriers between the user and the desired content or action. 5. Cross-Platform Engagement : Users might have initially discovered your brand through other channels such as social media or offline advertising and later performed a direct search to learn more or revisit your website. This cross-platform engagement can contribute to higher engagement rates from direct search traffic Engagement It is the same channel. Ensuring that engagement leads to more purchases involves a combination of strategies aimed at guiding users through the conversion funnel and optimizing their journey towards making a purchase. Here are some effective ways to achieve this:

1. Understand User Intent : Analyze user behavior and intent at different stages of the customer journey. Identify key touchpoints where users engage with your brand or content and understand their motivations and needs. This understanding allows you to tailor your messaging and offerings to align with user intent, increasing the likelihood of conversion. 2. Provide Relevant Content : Delivering relevant and personalized content that addresses user interests and pain points enhances engagement and builds trust. Tailor content to match different stages of the buyer's journey, offering informative and compelling material that educates users and guides them towards making informed purchase decisions. 3. Optimize User Experience : Ensure that the user experience across all channels and touchpoints is intuitive, seamless, and optimized for conversions. Streamline navigation, reduce friction points in the checkout process, and optimize website speed and performance to create a positive and hassle-free experience for users, encouraging them to complete their purchases. 4. Implement Calls-to-Action (CTAs) : Use clear, compelling, and strategically placed CTAs to prompt users to take desired actions, such as making a purchase or signing up for a newsletter. CTAs should be visible, actionable, and aligned with user intent, guiding users towards the next step in their journey. 5. Leverage Social Proof : Showcase customer testimonials, reviews, ratings, and social media endorsements to build credibility and trust. Social proof reinforces the value and reliability of your products or services, reassuring potential customers and motivating them to convert. 6. Offer Incentives and Promotions : Provide incentives such as discounts, exclusive offers, or loyalty rewards to incentivize purchases and encourage repeat business. Limited-time promotions and special deals can create a sense of urgency and drive immediate action from engaged users. 7. Enable Multi-Channel Engagement : Facilitate engagement and interactions across multiple channels, including website, social media, email, and mobile apps. Implement omnichannel marketing strategies that allow users to seamlessly transition between channels while maintaining a consistent and cohesive brand experience. 8. Retarget Engaged Users : Utilize retargeting and remarketing tactics to re-engage users who have previously interacted with your brand or visited your website. Tailor personalized messages and offers based on user behavior and preferences to reignite their interest and encourage them to complete their purchase journey. By implementing these strategies and continuously monitoring and optimizing your engagement and conversion efforts, you can effectively ensure that engagement translates into meaningful and profitable customer actions, ultimately driving revenue and business growth. Based on the provided data from the Engagement tab under Conversions, the event with the highest number is "page_view" with 152,000 occurrences, while the event with the lowest number is "new_recent_active_user" with 24,000 occurrences. Here's why this might be the case considering the customer journey: 1. Page View : A "page_view" event indicates that a user has visited a particular page on your website. This event is fundamental and typically occurs frequently as users

navigate through various pages to explore your content, products, or services. Page views serve as initial touchpoints in the customer journey, allowing users to discover and engage with your brand. 2. New Recent Active User : The "new_recent_active_user" event represents users who have recently become active on your platform. This event typically occurs less frequently compared to "page_view" as it specifically identifies users who have recently joined or re-engaged with your platform. These users might have completed actions such as signing up for an account, subscribing to a newsletter, or making a purchase, indicating deeper engagement with your brand. The discrepancy in event counts between "page_view" and "new_recent_active_user" reflects the natural progression of users through the customer journey. While page views are essential for initial brand exposure and exploration, the conversion of users into new recent active users signifies deeper engagement and commitment to your platform or offerings. It's important to analyze both types of events in conjunction with other metrics to understand the effectiveness of your engagement and conversion strategies. By monitoring user behavior across different stages of the customer journey, you can identify opportunities for optimization and tailor your efforts to drive meaningful interactions and conversions. Monetization Upon examining the top 10 items based on 'Item Views' and comparing them with the purchase count, we do observe a problem with the highest viewed item, which is "Chrome Dino Warm and Cozy Accessory Pack". The issue is that despite being the most viewed item, it has a considerably low purchase count compared to some other items on the list. This discrepancy suggests that while the item generates interest and attracts views from users, it fails to convert those views into purchases effectively. Possible reasons for this problem could include: 1. Price Point : The item may be priced too high relative to its perceived value or similar products in the market, deterring users from making a purchase despite showing interest. 2. Product Description or Imagery : The product description or imagery associated with the item may not effectively communicate its features, benefits, or value proposition, leading to a disconnect between user expectations and the actual product. 3. Lack of Availability : The item may frequently appear in searches or promotions, attracting views, but if it is frequently out of stock or unavailable for purchase, users may lose interest or seek alternatives elsewhere. 4. Competitive Alternatives : Users viewing the item may find competitive alternatives that better meet their needs or preferences, resulting in lower conversion rates despite initial interest. 5. Limited Marketing or Promotion : The item may not receive sufficient marketing or promotion compared to other items on the list, impacting its visibility and conversion potential.

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Advertising Based on the scatterplot, we can make the following observations: 1. Hello Android Black Tee : This product appears to have a relatively high number of items viewed but a lower number of items added to the cart. This suggests that while the tee generates interest among users, it may not be as compelling for them to add it to their carts compared to other products. 2. Chrome Dino Warm and Cozy Accessory Pack : Despite having a lower number of items viewed compared to the tee, this product shows a higher add-to-cart ratio. This indicates that users who view this accessory pack are more inclined to add it to their carts, suggesting higher interest or perceived value for this product. 1. Early Touchpoints : Direct traffic appears to be the most common early touchpoint, with 2,271 conversions. This suggests that a significant portion of users initially discover the website directly, either by typing the URL directly into their browser or accessing it from a bookmark. Direct traffic often indicates strong brand awareness or returning visitors who are already familiar with the website. 2. Late Touchpoints : Organic search follows as the next most common early touchpoint, with 411 conversions. This indicates that users frequently discover the website through organic search results after conducting relevant queries on search engines. Organic search traffic typically reflects users who are actively seeking information or solutions related to the website's offerings, indicating a strong intent to engage with the content or make a purchase. 3. Last Interaction : Direct traffic also appears to be the most common last interaction, although the specific count is not provided in the data. This suggests that a significant number of users who ultimately convert on the website have previously interacted with it directly. This could indicate that users who are already familiar with the website or brand are more likely to return directly to complete a conversion, reinforcing the importance of brand recognition and loyalty in driving conversions. a. When comparing the revenue attribution between the Data-Driven Model and the Last Click Model for art-analytics.appspot.com/referral:  In the Data-Driven Model, the revenue attributed to art-analytics.appspot.com/referral is $29,408.00.  In the Last Click Model, the revenue attributed to art-analytics.appspot.com/referral is $57,704.62. b. The revenue attribution decreased when comparing the Data-Driven Model to the Last Click Model. c. To calculate the percentage change:  (Revenue Last Click - Revenue Data-Driven) / Revenue Data-Driven * 100%  ($57,704.62 - $29,408.00) / $29,408.00 * 100%  $28,296.62 / $29,408.00 * 100%

 Approximately 96.21% decrease. d. The significant decrease in revenue attribution from the Data-Driven Model to the Last Click Model indicates that the Last Click Model is over-attributing revenue to the last interaction (in this case, art-analytics.appspot.com/referral). This discrepancy may occur because the Last Click Model assigns all credit for a conversion to the final touchpoint before conversion, disregarding the influence of earlier touchpoints in the customer journey. In contrast, the Data-Driven Model considers multiple touchpoints and assigns credit based on their respective contributions to the conversion. Therefore, the Last Click Model may inaccurately inflate the revenue attributed to specific channels or sources, leading to discrepancies in revenue attribution between the two models.

GA4 Exercise

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