Analyzing Google Analytics

for Performance Enhancement

This presentation will guide you through a
practical project using Google Analytics to assess
and enhance the performance of a digital
marketing campaign for Google’s demo
Merchandise store. We will analyze data for the
period January 1st, 2024 to March 31st, 2024,
identifying key areas for improvement and
outlining actionable strategies.

Presented By : SURAJ SINGH

Project Goals

1 Data Analysis 2 Product Identification 3 Strategy Development

Analyze Google Analytics data to Identify underperforming Propose actionable strategies to
gain insights into the sales products for the given time improve sales performance.
performance of Google’s demo period.
Merchandise store.
 Understanding Google Analytics
User Acquisition Sales Performance

Analyze where your website traffic is Track conversion rates, revenue, and
coming from and how users are average order value. Identify trends
interacting with your site. Identify and patterns in sales data.
channels driving the most sales. User Behavior

Discover how users navigate your

website, what content they engage
with, and what leads them to
purchase or leave. Identify potential
pain points.
Task 1 -Data Collection
and Preparation
 Content :
Goal: to analyze data from Google’s Merchandise store and propose
strategies for performance improvement.
Analysis period: January 1st, 2024 -March 31st, 2024
 Data Collection & Preparation
Use of Google Analytics (GA4) for Data Collection:
Google Analytics 4 (GA4) is a web analytics tool that helps track user behavior, website
interactions, and traffic data.
It collects data through event-based tracking, making it easier to gather insights on specific
actions taken by users on the Google Merchandise store.
Why GA4:
GA4 offers advanced features, like funnel analysis and detailed event tracking, that
allow us to measure user engagement and conversion paths more precisely than
previous versions.
Date Range Selection:
January 1st, 2024 to March 31st, 2024.
January 1st, 2024 to March 31st, 2024. This date range will help us to focus on Q1
2024 performance data, providing insights into user behavior during this perio
Here we’ve applied the Date Range from
January 1st, 2024 –March 31st,
Now we’ll Extract Data for Analysis
1.Extracting the Most Visited Pages:
• This section shows detailed data on pageviews, user engagement,
and average time spent on each page.

Highest traffic during the selected period.

 2.Identifying Significant Events:
• Events represent specific user interactions on the site, such as clicking a button,
completing a purchase, or adding a product to the cart.

Report showing which interactions occurs most.

Report showing which event action needs improvement.
 3.Creating a Funnel for Dropout Rate Analysis:
• To analyze where users drop out during their journey (e.g., from viewing a product to
purchasing it).

Biggest Drop-offs: At Page View and Product View stages. Strong Performance:
Once users add to cart, they are more likely to complete the purchase.
 Strategies to Improve Performance

1. Optimize Page Load Times-

Slow pages can hurt user experience and make people
leave quickly. To keep users on your site, focus on
speeding up the pages people visit the most. Some ways to

do this include compressing images, using browser

caching, and reducing the time it takes for the server to
respond.
 2 I m p r o v e CTAs on H ig h D r o p o u t S t a g e s
.
Good Calls-to-Action (CTAs) help guide users through your site. Look at the stages where users are

leaving and check the CTAs in those areas. Make sure they are clear, persuasive, and offer something

valuable.Try different designs, placements ,andmessages usingA/Btesting to see what worksbest.

Usestrong, actionable word sand create asenseof urgency to

encourage users to take action.

Through A/B testing can help identify the most effective options. Consider using actionable language and

creating urgency to drive conversions.

 3.Offer Incentives at the C h e c k o u t S t a g e

You can lower carta bandonment by offering discounts orfree

Shipping during checkout.Use strategies like exit-intentpopups
with discounts or limited-time offers to encourage users to finish
their purchase. Personalizing these offers based on user behavior
and preferences can make them even more
effective.
Audience based on
country
Audience based on Gender , city and
interest.
Audiencebased onAge and
language
Overall,userswithtechnologyand mediainterestsaredrivingsignificanttrafficandengagement
onthesite,withhigh engagementratesacrossallinterestgroups.Thissuggestsagoodopportunity
totailorcontentandmarketingefforts towardthesekeyaudiences
Task 2-Sales Analysis
 Sales Analysis overview

Sales Analysis Overview: •This report look at important numbers

like revenue,sales
volume,andAverage OrderValue(AOV)from January 1stto
March 31st, 2024. The goa list of indthetop 3best-selling
•productsandthe3
worst-selling products,andthensuggestwaysto improve
sales.
Sales Metrics overview- Revenue, Sales Volume & AOV

The store generated a total revenue o f $ 2 9 1 , 5 8 7 . 0 4 .

Customersplaced27,291 ordersacross various products.
Atotalof273,158 itemswereaddedtoshoppingcartsbyusers.
Productswereviewed160,634 times,reflectingsignificantcustomerinterest.
 Top3 Performing Products

"Thetop3performingproductsfortheperiodareSuperGTimbuk2 RecycledBackpack,Google
Campus Bike,and Android Classic Collectible.Theseproductsaccounted foracombined ofthe
totalsales.Theirsuccessmaybeattributedto strongdemand,effectivepromotionalcampaigns,and
favorable market conditions."
 Worst Performing Products

"The3poorestperformingproductsareGoogleSensorySupportEventKit,ChromeDinoCollectibleFigurines,and Hello
AndroidBlack Tee.Theseproductscontributedlesserofthetotalrevenueandsawsignificantlylowersalesvolume.
Potential causes for underperformance include limited awareness, high pricing, or unfavorable product positioning."
Key Insights from Sales Data
 IntheperiodfromJanuary1sttoMarch31st, 2024,thetotalrevenuegeneratedwas[$292k],

withatotal of[2.1k]ordersplaced.Theaverage ordervalue(AOV)stoodat[$2.58],indicating

strongcustomer

purchasebehavior.This overviewprovidesahigh-levelunderstandingof salespatternsandareasfor

 Strategies to improve poor performing product

• Improve product visibility through better marketing campaigns

and featured placement on thehomepage.
• Offer discounts or bundles to encourage customers to purchase

these products. Optimize product descriptions and ensure they

meet customer needs based on review send feedback.

• To enhance sales for the poorest-performing products, the Google Merchandise Store should
improve visibility by featuring them prominently, offer time-sensitive discounts to encourage
purchases, and ensure product descriptions highlight the value these items bring.
 Conclusion
Overall Performance:
Thetotalrevenueof$291,587.04from27,291itemssoldshowsgoodsalesgrowth.Astrong Average
OrderValue(AOV)means customer sarewilling tobuyhigher-pricedproducts.

Top Performers:
Products like the Super G Timbuk2 Recycled Backpack and Google Campus Bike are bringing in a lot of
revenue.Tokeepthissuccessgoing,considerbundlingtheseproductswithrelateditems.

Areas to Improve:
Low-selling products, like the Google Sensory Support Event Kit, may need better promotions or could be
discontinued.Offeringtargeteddiscountsorrepackagingtheseproductsmighthelp boosttheirsales.

Future Focus:
Boostmarketingforthebest-sellingproducts.Investigatewhysomeproductsaren’tselling welland
improvethemthroughbettermarketingorproductchanges.Continueengagingwith usersandoffering

personalized suggestions to increase sales.

Task 3-Identification of underperforming products
 Identification of Underperforming Products
(Jan 1 – Mar 31, 2024)
Objective: The goal of this analysis is to identify products that have consistently underperformed during the first
quarter of 2024 (January 1 to March 31).We will conduct a detailed examination of product sales trends,
focusing on

1. key performance metrics such as revenue, purchase volume, and items added to cart.
Approach:
Data Collection: Using Google Analytics 4 (GA4),we analyzed the e-
commerce purchases to identify underperforming products.
Timeframe: A week-by-week performance breakdown will be
provided for the period from February’s last weekto March’s last
week.
Recommendations:Afteridentifyingtheunderperformingproducts,we
willproposeactionablestrategies to improve their performance.
2 . Product Performance M e t r i c s :
Revenue: The total sales generated by each product.
Purchase Volume: The number of items purchased.
ItemsAdded to Cart:An indicator of interest in a product.
3. Lowest-performing products (Jan 1-march 31 ,2024)
1 Google RIPL Forest Green Bottle:
. Item Revenue: Items Purchased: 10
• $462.00
• Items Added to Cart: 361
• Items Viewed: 1,891
• This product has a very low purchase rate compared to the number of views and adds to cart. This indicates that
• customers are adding it to their cart but not completing the purchase.
2. Google Campus Bike:
• Item Revenue: $3,861.00
• Items Purchased: 82
• Items Added to Cart: 504
• Items Viewed: 5,078
•Similar to the previous product, there's a significant drop-off between adds to cart and purchases. This suggests
potential issues with the checkout process or product information.

3. Chrome Dino Collectible Figurines:

• Item Revenue: $2,046.00
• Items Purchased: 81
• : 393
• Items Added to Cart
Items Viewed: 2,851
•
Again, the conversion rate from views to purchases is low, indicating a possible problem in the product description,
pricing, or availability.
Possible Reasons for Underperformance:
• Product Description: The descriptions might not be compelling enough to convince customers to make a

• purchase. Pricing:The price might be perceived as too high compared to the perceived value of the
•
product.
• Availability:The product might be frequently out of stock, leading to customer frustration.
• Checkout Process: There might be issues with the checkout process, such as payment options or shipping
•
.
•
Recommendations for Improvement:
• Review Product Descriptions: Make sure the descriptions are clear, concise, and highlight the
unique selling points of the product.
•
• Evaluate Pricing: Consider if the pricing is competitive and aligns with the perceived value of the product. Optim

• Management: Improve inventory management to minimize stockouts.

Streamline Checkout Process: Simplify the checkout process and ensure it's user-friendly.
Gather Customer Feedback: Use surveys or feedback forms to understand why customers are
not completing purchases . By addressing these potential issues, you can improve the performance of these

underperforming products and boost overall sales.

 Weekly breakdown of product performance
(Feb Last week –march last week 2024)

Here we’ll be setting the start date to February 23, 2024 ,and the end date to March 31, 2024.
1 Now we’ll Apply the Filter, and review the
. performance of the underperforming products for
each
week
2 We’ll also Find their week-by-week performance by
. looking atmetrics like Items Purchased,

Revenue,andItems Added to Cart for each week

 Feb Last Week:
February23,2024– February29,2024
 First Week of March:
March 1, 2024 – March 7, 2024
Second week of march
March 8,2024 –March 14,2024
Third Week of March:
March 15, 2024 – March 21, 2024
 Fourth Week of March:
March 22, 2024 – March 28, 2024
 March Last Week:
March 29, 2024 – March 31,2024
 Produc 1 Product Produc 3
Week t [Items [2Items t [Items
Purchased] / Purchased] / Purchased] / Thistablebreaksdown
First week of
[Revenue] [Revenue] [Revenue] theperformanceofthe3
march GoogleCanyonlands Google cloud unisex Emoji kitchen sticker set underperforming
onyx zip hoodie {0\$0.00} productsfromFebruary
SecondWeekOf Sweatshirt [4/$234.60]
{3\$193.20}
March Google Yosemite lastweektoMarchlast
Foreveryonegoogletee Google cloud unisex week.
[1/$25.60] onyx zip hoodie windbreaker {15\$768.60}
{3\$179.40}
Third Week of For everyone goggle tea
march {5\$128.00} Chrome dino dark mode Google Yosemite8\$456.60}
collectible windbreaker { This trends
how
Fourth week of For everyone goggle {2\$48.00}
Chrome dino dark mode Super G2 –in 1 bottle
showing
fluctuatedovertime,
collectible {2\$60.00} {1\$28.00} eachproduct'ssales
march tea
highlightingconsistent
Google city black tote Google classic sticker
Last Week of {1\$32.00} {0\$0.00} sheet {0\$0.00}
march lowperformance
Google campus bike
{0\$0.00}
throughout the
Recommendations to improve the
performance ofunderperforming products
 Product 1 (Google Canyonlands Sweatshirt)

Low number of purchases(16)despite decent views(343) andcartadditions

. Recommendation 1: Highlight Key Benefits Make the product description

moreattractivebyemphasizingwhatmakesthesweatshirt special—like its high- quality
material, how warm it is, durability, and stylishdesign.

Recommendation 2: Showcase User-Generated Content Encourage customers to post

pictures ofthemselveswearingthesweatshirtonsocialmedia.Featurethesephotos
ontheproductpage andmaybestartahashtag,like#CanyonlandsComfort,tocreate
morebuzz.

Recommendation 3: Limited-Time Offer Run a short-term promotion, like a 15%

discountora buy-one-get-one-free(BOGO)deal,toencouragemorepeopletobuy.
 Product2 (ForEveryoneGoogleTee)
• Very lownumberofpurchases(15)andrevenue
generation,thoughithad amoderate numberofviews(78).

Recommendation 1: Improve V i s i b i l i t y
Featurethisteeinhomepagepromotionsornewsletterstoincrease visibility.

Recommendation 2: Size &Fit G u i d e

Add a detailed size and fit guide, along with model photos
wearing differentsizes.

Recommendation 3: Introduce a Customization Option

Offer personalized options (e.g., name or initials) for this tee.
 Product3(HelloAndroidBlackTee)
Very few purchases (9) despite decent views (659)
andcartadditions.
Recommendation1: ImproveVisualPresentation
Update product images to showcase the tee in different settings (e.g.,

casual, outdoor, work-from-home).

Recommendation2: BundleOffer
Offer the tee in a bundle with other Android merchandise
(e.g.,the AndroidClassicCollectibleorAndroid
accessories).

Recommendation3: SocialMediaPromotion
Collaborate with micro-influencers in the tech or fashion space to
promote theHelloAndroidBlackTeeonInstagramorYouTube.
ThankYou!