Again, good project.
Prof.
Ask the Professor post
Class,
Some very specific mistakes that usually occur - by question:
Question 2 - not providing a ratio of 1 Day active users to 28 Day active users or incorrectly calculating the ratio.
Question 2 - not being clear in the comparison of 1 Day Active Users to 28 Day Active Users.
Question 2B - sometimes people miss or skip this one.
Question 3 - not providing a clear conclusion from the data.
Question 3 - sometimes people overlook the pageview portion of the question.
Question 4 - confusion on definition of "share" vs. "total".
Question 5 - confusion on definition of "proportion" vs. "total".
Question 7 - not being clear in the percentage change.
Question 8 - not clearly defining the answers to all the questions. There are a lot of questions in this one.
Question 9 - you need to answer for male and female. 2 answers -1) top 3 for male and 2) top 3 for female.
Question 10 - lack of clear linkages to screen shots.
I hope the information above is helpful. Feel free to ask questions.
Prof.
Google Analytics CompanyOne Questions
Question 1
CompanyOne wants an overview of the website activity of its users. Provide insights on CompanyOne’s audience for the first quarter in 2021 (1Q2021). Describe insights regarding the number of users, new users, sessions, number of sessions per user, page views, pages/session, average session duration, bounce rate, user demographic data (language, country & city), desktop browsers & operating systems data, and mobile operating systems & screen resolution data during this timeframe. Provide screenshots to support your analysis.
1st Quarter (Q1) of 2021 (January 1, 2021 – March 31, 2021)
Number of users = 160,518
Number of new users = 155,379
Number of sessions = 211,161
Number of sessions/user = 211,161/160,518
= 1.3155
Number of page views = 925,242
Pages per session = 925,242/211,161
= 4.3817
Average duration per session = 00:02:50
Bounce rate = 51.92 percent
Demographics Information/Data
i) 55.1 percent of users are utilizing the US English version
ii) 4.27 percent of users are from the UK, 6.4 percent of the users are from Canada, 9.13 percent of the users are from India, 38.24 percent of the users are from the United States, and the rest (less than 3 percent) are from other nations.
iii) Most prominent cities are unidentified, but London, Singapore, and New York make the top three for those identified.
Browser System Usage
· 2.1 percent utilize Firefox
· 2.48 percent utilize Edge
· 17.48 percent utilize Safari, and
· 75.14 percent utilize Chrome
Operating System Usage
· Chrome Operating System – 6.81 percent
· iOS (for Apple devices) – 14.73 percent
· Android – 17.66 percent
· Macintosh – 23.94 percent
· Windows – 35.64 percent
Mobile OS
· iOS – 45.41 percent
· Android – 54.47 percent
Screen Resolution
· 375 * 667 – 8.18 percent
· 375 * 812 – 9 percent
· 414 * 896 – 14.67 percent
Question 2a
Find the number of active users (1 Day, 7 Day, 14 Day, and 28 Day) during March 2021. Calculate the ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage. Typically, this ratio is considered a measure of the “stickiness” or retention of users for your website. It should be 10% or higher for sites where content is refreshed daily, like news sites, or where the site derives its revenue primarily from advertising. For social sites like Facebook and WhatsApp, the ratio could be a lot higher (> 50%). For Ecommerce sites like CompanyOne, where usage is less frequent but of higher monetary value, the ratio is typically lower than 10%.
Also, compare the graphs for 1 Day Active Users to 28 Day Active Users. What conclusions can you derive? Please provide a screenshot to support your analysis.
Note: Active Users refers to the number of users who visited the CompanyOne website within the last 1, 7, 14, or 28 days looking back from the last day of the period, which in this case is March 31, 2021.
The metrics in the report are relative to the last day in the date range. Given that your date range is March 1, 2021 to March 31, 2021:
1 Day Active Users: the number of unique users who initiated sessions on your site or app on March 31 (the last day of your date range) = 2,650
7 Day Active Users: the number of unique users who initiated sessions on your site or app from March 25 through March 31 (the last 7 days of your date range) = 14,397
14 Day Active Users: the number of unique users who initiated sessions on your site or app from March 18 through March 31 (the last 14 days of your date range) = 28,885
28 Day Active Users: the number of unique users who initiated sessions on your site or app from March 4 through March 31 (the entire 28 days of your date range) = 55,277
Ratio of one-day active users to 28-day active users = this will be given by the number of one-day active users divided by the number of 28-day active users times 100.
= 2,650/55,277 * 100 = 4.79 percent
The screenshot above shows that in March 2021, the total number of active users was 55.277. From this number, 4.79 percent (2,650 users) accessed the site on the month’s last day. From this analysis and the ratio of one-day active users to 28-day active users being less than 10 percent, it is clear that there is a remarkable spread of active users throughout the month. The implication is that CompanyOne is witnessing a continual flow of user traffic for the month.
Question 2b
Plot graphs of 1 Day Active Users for the first quarter in 2021 and the first quarter in 2020. Compare the number of active users for both periods from the two plots. What do you conclude about the change in marketing effectiveness, if any, from the first quarter in 2020 and the first quarter of 2021? Please provide a screenshot to support your analysis.
The graph above shows the comparison of Q1 for one-day active users in 2020 and 2021. The results show that one-day active users witnessed a significant increase of 60.41 percent in 2021. The highest one-day users were recorded on January 13, 2021 whereby 2,359 active one-day users accessed the website. The implication is that the marketing advertisements and campaigns utilized during the first quarter of 2021 resulted in more traffic relative to the case of Q1 in 2020. Therefore, it is recommended that CompanyOne revisits the changes embraced for Q1 of 2021 and identify the specific aspects that contributed to the increased traffic. Overall, the marketing adjustments from 2020 to 2021 yielded a rise in active one-day users on the company’s website.
Question 3
Compare the Bounce Rate for the first quarter in 2021 and the first quarter in 2020. What do you conclude? Similarly, compare Page views for the first quarter in 2021 and the first quarter in 2020. Please provide screenshots to support your analysis.
The analysis provides a comparison between page views and bounce rate for the Q1 of 2021 relative to the same parameters in the Q1 of 2020. The overall users for CompanyOne witnessed a 19.49 increase, which is significant and may contribute towards the analysis of page view and bounce rate. The results also show that the bounce rate increased by 10.06 percent while the page views witnessed a significant increase of 25.66 percent. The bounce rate indicates the percentage of users visiting the website and failed to go to a second page. The fact that the bounce rate of Q1 rose in 2021 from 2020 is not a good indicator. In other words, the indication is that more users did not continue past the first page. The page view analysis helps in showing the actual pages viewed on the site. Notably, the number of page views witnessed an increase of 25.66 in 2021 relative to 2020. Again, this is not a good indicator, which implies that the users may not be seeing the content they are searching for on the site. Therefore, the users could be forced to click on a number of pages before finding the content they are seeking on the site. The recommendation is that CompanyOne needs to take a deeper look into the bounce rate via undertaking further analysis in the traffic report, channels report, audience report, and other Google Analytics tools.
Question 4
CompanyOne wants to focus on younger users (18-24 and 25-34) who shopped during the 2020 holiday shopping season. Has the share of younger users changed from the holiday shopping season in 2019? Note: November 1 and December 31 are the start and end dates for the holiday shopping season for CompanyOne. How about changes in the proportions of older users during the same period? Please provide screenshots to support your answer.
The analytics report seeks to analyze younger users within 18 - 24 and 25 – 34 age brackets during the holiday shopping for the months of November and December. The analysis involves a comparison of shopping season 20020 to the same in the previous year. The results of the analysis indicate an increase on the 18 – 24 age bracket users and a decline in the 25 – 34 age bracket users from 2019 – 2020. Below is the analysis.
Acquisition
Users – those who engaged in at least a single session rose by 18.1 percent for the 18 -24 age bracket users and declines by 14.21 percent for the 25 – 34 age bracket users.
New users – the number of those using the site for the first time rose by 18.36 percent for the 18 -24 age bracket users and declines by 14.21 percent for the 25 – 34 age bracket users.
Sessions – the total number of sessions representing the time length users were actively engaged in the website increased by 16.17 percent and decreased by 8.55 percent for the 18 – 24 year-old users and 25 – 34 year-old users, respectively.
Based on this analysis, the implication is that the company’s website attracted more users of the 18 – 24 age group and less users of the 25 – 34 age group. Thus, the amount of time users were actively engaged in the website increased for the 18 – 21 age group and decreased for the 25 – 34 age group.
Behavior
Bounce rate – this includes those users who did not move to a second page. The analysis results show that the bounce rate for the 18 – 24 age group users increased by 3.4 percent and decreased by 2.64 percent for those aged between 25 and 34.
Pages per session – this includes the number of pages accessed by a user per every session. Notably, the number of pages accessed per session increased for both groups. In particular, there was an increase of pages per session by 17.55 percent and 30.17 percent for the 18 – 24 age group and 25 – 34 age group, respectively.
Average session duration – this represents the average length of time spent by user for each session. Notably, the average session duration for the two groups increased. For the 18 – 24 age group, the average session duration increased by 15.24 percent while the increase for the other group was 31.06 percent.
This analysis indicates that the bounce rate for the two age groups did not witness a drastic change over the year during the holiday shopping season. It is important to note that the number of 18 – 24 year-old users visiting the company’s website witnessed a significant increase. Moreover, there was an increase in the average session duration, pages viewed per session, number of sessions, and number of new users for the 18 – 24 age group users.
Conversions
Transactions – this represents the total number of purchases that were successfully completed on the site. The analysis shows that in 2019, the two age groups registered a less purchases with only 10 purchases for the 25 – 34 age group and 4 purchases for the 18 – 24 age group. However, the purchases increased dramatically in 2020, with the company recording 97 purchases for the 18 – 24 age group and 168 purchases for the other group.
Revenue – there was a substantial increase in the total revenue for the two age groups from 2019 to 2020. For the 18 – 24 age group CompanyOne registered an increase in revenue by 7,744.9 percent and 1,997.25 percent for the 25 – 34 age group.
The analysis indicates that CompanyOne recorded a significantly high increase in both revenue and purchases in the two age groups during holidays from 2019 to 2020. Moreover, the conversion rate increased to 0.79 percent from 0.04 percent for the 25 – 34 age group and an increased conversion rate to 0.81 percent from 0.04 percent for the 18 – 24 age group.
Question 5
What about gender? CompanyOne’s objective was to attract a larger proportion of female visitors to their online store during the 2020 holiday shopping season compared to the same period in 2019. Was that objective met? Please provide a screenshot to support your answer.
The analysis reveals that the primary objective of attracting more female visitors to the online store during the 2020 holiday shopping season was realized. The number of female visitors to the company’s website witnessed an increase of 24.3 percent.
Question 6
CompanyOne has invested in a targeted marketing campaign to attract new users to their online store since the beginning of 2021. Did CompanyOne attract more or fewer new users from January - March 2021 compared to the same period in 2020, irrespective of gender? What about new male users? What about new female users? Please provide screenshots to support your answer.
CompanyOne aimed at attracting more new users to the online store via leveraging a targeted marketing campaign, which was key towards producing the desired results. The new users in the Q1 of 2021 were 62,970 relative the Q1 of 2020 which saw 49,640 new users. The implication is that there was a 26.85 percent increase in the new users visiting the online store. In addition, there was a 42.7 percent increase and 17.11 percent increase in the number of female and male new users, respectively.
Question 7
(a) What were the top three countries which sent users to the CompanyOne online store in 2020? In 2019?
The top three countries which sent users to the CompanyOne online store in 2020 were the U.S., India, and Canada.
The top three countries which sent users to the CompanyOne online store in 2020 were the U.S., India, and the UK.
(b) When parsing the percentage change in the number of new users by country of residence, which one of the three countries identified in (a) had the best percentage change in new users during 2020 compared to 2019? Which one of the same three countries showed the least improvement? Use the whole year for your comparison. Please provide a screenshot to support your answer.
From the analysis, it is clear that Canada registered the highest percentage increase in new users in 2020 among the three countries. In particular, there was a 25.28 percent increase in the new users from 2019 – 2020. India recorded the least percentage change of 1.18 percent increase. However, the United States had the largest loss of new users in 2020 with a 6.33 percent decrease in the new users.
(c) What were the top five U.S. states which sent users to the CompanyOne online store in 2020?
The top five U.S. states which sent users to the CompanyOne online store in 2020 were California, New York, Texas, Virginia, and Florida.
9
Question 8
CompanyOne wishes to target high-value users in future marketing campaigns. These are user groups with the highest Ecommerce Conversion Rate or Average Order Value. Which age group generated the highest revenue for CompanyOne in 2020 in dollars? How much was the revenue from this age group? Which age group generated the least revenue? Which age group had the highest average order value? Which age group had the highest Ecommerce Conversion Rate? Based on these observations, which age group or groups should focus on CompanyOne’s marketing efforts during 2021? In other words, which age group is likely to provide the most bang for the buck?
CompanyOne desires to examine the performance across the six age groups in further detail. You will examine the eCommerce data by selecting two dimensions: gender and age. Which gender and age group combinations had the highest and second-highest revenue in 2020?
Similarly, which gender and age group combinations had the highest and second-highest average order value in 2020? What would be your recommendation to CompanyOne based on this analysis? Provide screenshots to support your answers.
Age Group in 2020
25 – 34 was the age group that contributed to the most revenue for CompanyOne in 2020. The revenue collected by the company from this age group was $13,007.57. Those aged at least 65 years contributed to the least amount of revenue in 2020, which was $1,368.82.
The age group 45 – 54 recorded the highest average order value. In particular, this group managed 77 orders with a revenue value of $5,998.67. This yields an average of $77.90 per order. This age group also recorded the highest ecommerce rate at 0.26 percent.
These results indicate that CompanyOne needs to emphasize its marketing endeavors on the 45 – 54 age group because it has the highest ecommerce rate and highest average value of order in 2020. It is also recommended that the company focuses on further marketing for the 55 – 64 age group, which recorded the second highest ecommerce rate of 0.25 percent and an average order value of $63.45. Overall, CompanyOne should be keen to focus on customers aged between 45 and 64.
Performance across Six Age Groups in 2020
The analysis shows that males aged 25 – 34 contributed the highest revenue of $6,544.71 in 2020. Females in the 25 – 35 age group recorded the second highest revenue of $6,462.86. Moreover, females aged 35 – 44 registered the highest average order value while females aged 45 – 54 had the second highest average order value.
Question 9
CompanyOne wishes to understand its site visitors better to fine-tune its future marketing efforts. Understanding audience composition in terms of gender, age, and interests will allow CompanyOne to develop the right creative content and decide the media buys to make.
Google Analytics has over 100 affinity categories such as:
· Shoppers/Value Shoppers
· Lifestyles & Hobbies/Business Professionals
· Sports & Fitness/Health & Fitness Buffs
· Technology/Technophiles
· Banking & Finance/Avid Investors
· Travel/Travel Buffs
· Travel/Business Travelers
· Media & Entertainment/Movie Lovers
· Lifestyles & Hobbies/Art & Theater Aficionados
· Media & Entertainment/Music Lovers
· and many more …
Identify the top three affinity categories for CompanyOne by gender: male and female, for 2020 in terms of the revenue from each affinity category. Please provide screenshots to support your answer.
Top 3 Affinity Categories by Revenue (Males)
i) Media and Entertainment/Movie Lovers - $10,600.17
ii) Shoppers/Value Shoppers – $10,515.10
iii) Technology/Technophiles - $10,073.78
Top 3 Affinity Categories by Revenue (Females)
i) Shoppers/Value Shoppers - $13,150.63
ii) Lifestyles & Hobbies/Art & Theater Aficionados - $12,958.98
iii) Media & Entertainment/Movie Lovers - $11,001.20
Question 10
The two things every online business like CompanyOne cares about: users who convert (purchase a product) and users who don’t. Understanding users who convert (Converters) will help CompanyOne refine successful aspects of their marketing and show them where they can improve their efforts to reach users who demonstrate untapped potential (Non- Converters).
Developing insights into why certain users aren’t converting lets them address the weak spots in approaching them. For this analysis, CompanyOne wishes to focus on the Back to School shopping season (July 15, 2020, to September 15, 2020).
CompanyOne wishes to obtain statistics of users, sessions, sessions per user, page views, average session duration, and bounce rate for these two segments (Converters and Non- Converters). Comment on these statistics.
Converters and Non-Converter
Users – The total number of users during 2020 back to school shopping season was 87,941 users. This resulted in 12,832 or 14.59 percent converted and 74,860 or 85.13 percent non-converted users.
Sessions – There was a total of 121,313 sessions. Of these sessions 30,337 or 25.01 percent converted and 90,976 or 74.99 percent non-converted users.
Sessions per User- The number of sessions per user for all users was 1.38. The number of sessions per user for converters was 2.36 and non-converters was 1.22.
Page Views- The average page view per session was 5.45 pages. Users who viewed an average of 14.35 pages converted and users who viewed 2.49 pages were non converters.
Average Session Duration – The average session duration for all users was 3:23. The average session duration for converters was 9 minutes. The average session duration for non-converters was 1 minute and 31 seconds.
Bounce Rate – The total bounce rate was 42.31 percent. The bounce rate for converted users was 15.70 percent and 51.18 percent bounce rate for non-converted users.
Male and Female Converters and Non-Converters
Users Male - Total number of male users was 23,326. Of these 3,823 converted and 19,429 were non-converted.
Users Female - The total number of female users was 14,401. Of these 2,474 became converted users and 12,006 were non-converted users.
Sessions Male - The total number of male sessions was 32,148. Of these sessions 8,713 converted and 23,435 were non-converted.
Sessions Female- The total number of female sessions was 20,668. Of these 5,856 converted and 14,812 were non-converted.
Average Session Duration Male – The average session duration for males was 3:40. The average male converted session duration was 9 minutes and 11 seconds. The average male non-converted session duration was 1 minute and 37 seconds.
Average Session Duration Female- The average session duration for female was 3:50. For the female user that was converted the session duration was 9 minutes and 11 seconds and for non-converted was 1 minute and 43 seconds.
Bounce Rate Male – The male bounce rate was 39.04 percent. The bounce rate for male converters was 15.53 percent and non-converters was 47.78 percent.
Bounce Rate Female- The female bounce rate was 40.53 percent. The bounce rate for female converters was 16.77 percent and non-converters was 49.92 percent.