Driving E-commerce Insights with GA4

The Goal: Showcasing My GA4 Skills

I created this case study to really show what I can do with Google Analytics 4 (GA4). I used the demo data from the Google Merch Shop, so it had some limitations on what I could access.

To make the project more realistic, I imagined what a real sales or executive team would want to know. I created my own "hypothetical objectives" to give my analysis a clear purpose. This way, I could show how I can find valuable insights from GA4 data that can help a real e-commerce business.

My Analysis: Answering Business Questions

I structured my analysis to answer key business questions from two different perspectives:

• For the Sales Team: I focused on immediate sales performance, like identifying the top-selling products and analyzing the purchase funnel to see where customers might be dropping off.
• For the Executive Team: I looked at the bigger picture, analyzing long-term trends in website traffic, conversion rates, and overall revenue for the last 12 months to support strategic planning.

The Outcome: Data-Driven Recommendations

Based on my findings from the GA4 data, I was able to provide a full report with data-driven recommendations for the Google Merch team. You can download the full PDF to see the charts and my conclusions.