Fundamentals of Google Analytics

Assignment 2: Case Study

Submitted by:

Name : Gabriel Theodorus Silalahi

Batch : 3

Submission

Traffic Performance Comparison 2021 vs 2020

Compare the Channels (using Default Channel Grouping) performance in January - September
2021 compared to January - September 2020. Provide insights, and if possible recommendations,
identified from the data.

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 Fundamentals of Google Analytics
Assignment 2: Case Study

Insight :
- Direct channel the most contribute on revenue
- Social channel the highest conversion rate
- Display channel the highest bounce rate
Recommendations :
- Boost more traffic and engagement on social channel
- adjust regarding the display banner and also the campaign target audience for displasy
channel to decrease the bounce rate.

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 Fundamentals of Google Analytics
Assignment 2: Case Study

Audience Profile
Describe the Audience Profile of the visitors in January - September 2021 based on Demographic
(Age and Gender) and Interest (In-Market Segment and Affinity Categories (reach). Provide
insights, and if possible recommendations, identified from the data.

Pada data overview audience di atas dapat diketahui jumlah user tertinggi berdasarkan

umur adalah 25-34 dan berdasarkan gender adalah Laki-laki sebesar 56,6%

Jika dilihat jumlah user pada Affinity categories maka Shoppers/Value Shoppers adalah yang
tertinggi yaitu 120,899

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 Fundamentals of Google Analytics
Assignment 2: Case Study

Dan pada in-market segmen jumlah user employment adalah yang tertinggi yaitu 29,347

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 Fundamentals of Google Analytics
Assignment 2: Case Study

Landing Page Performance between New vs Returning Visitors

Compare the Landing Page performance between New vs Returning Visitors in January -
September 2021 but only for top 5 Landing Pages by Sessions. Which pages have the
highest Bounce Rate? Is there a difference between behavior between new vs returning?
Is there a correlation between Behavior metrics and Conversion metrics?

1.) /google+redesign/apparel/google+dino+game+tee adalah landing page yang sudah di

sortir berdasarkan Top 5 Landing page by session dan memiliki bounce rate
tertinggi.

2.) Diketahui perbedaan data diantara new visitor dengan returning visitor yaitu
tingkat bounce rate pada new visitor 91,90% lebih tinggi dibanding returning
visitor 63,40 %

3.) Bounce rate berkorelasi terhadap meningkatnya jumlah session pada landing
page.

4.) Terdapat korelasi antara behavior metrics dan conversion metrics, yaitu semakin
tinggi jumlah bounch rate maka semakin rendah conversion rate.

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 Fundamentals of Google Analytics
Assignment 2: Case Study

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