Segmentation - Google analytics

Project Parts F-H:

Google Analytics

Part F: Segment Analysis

Part G: Google Analytics Reports

Part H: Conversions and Results

Part F: Segment Analysis

Take a screenshot of your segment summary on the right side of the segment builder and insert it here:

Enter your screenshot here.

Write a 5-7 sentence paragraph below that includes the following information:

· A description of the custom segment you created

· Why you designed the segment in the way you did

· 1-2 potential ways for the Google Merchandise Store to increase conversions for this segment

Enter your response here.

You’ve reached the end of Part F! Submit your document in the platform.

Part G: Google Analytics Reports

Audience Report Analysis:

Observation	Which Report	Insight	Next Steps
Ex. 20% of all users are returning users and they are responsible for 63% of transactions.	Audience > Behavior > New vs. Returning	Returning users are more likely to make a purchase because they have gathered more information and are confident in their decision.	Add reviews or comparison charts to the item pages so that users feel more confident in making a purchase.

Follow-Up Questions:

The marketing team wants to better understand your segment, so they'd like you to uncover the characteristics of your user, highlighting the main characteristics of your user:

Demographics
Interests
Locations
Device Type

Acquisition Report Analysis:

Observation	Which Report	Insight	Next Steps
Ex. Youtube is responsible for 80% of social traffic from this segment,  but there is a 74% bounce rate once they arrive on the site.	Acquisition > All Traffic > Channels	YouTube is the best social network for attracting this segment, but the ad drawing people is misleading as 3 in 4 people leave the site without looking at another page.	Check the ad running on Youtube and make sure it’s arriving on the correct landing page. Offer a discount for users coming through YouTube.

Follow-Up Questions:

Answer each of the following questions in 1-2 sentences:

· Which source/mediums are most effective for drawing in new users?

· Which source/mediums are most effective for drawing in returning users?

· Which source/mediums have the most sessions?

· Which channels have the highest amount of transactions?

Enter your response here.

Behavior Report Analysis:

Observation	Which Report	Insight	Next Steps
Ex. The women's section of the merch store has a higher rate of unique pageviews to pageviews, but the bounce rate for the women’s folder is higher.	Behavior > Site Content > Content Drilldown	Users are looking through the women’s apparel section, but they are not liking the options available.	Use current styles to produce similar items that are shown to be more popular among female audiences.

Follow-Up Questions:

The marketing team wants to better understand your segment, so they'd like you to identify what content is most engaging to your segment. They would like to know:

· What are the top pages in terms of pageviews?

· What landing pages have the most sessions?

· What pages do people spend the most time on?

Enter your response here.

You’ve reached the end of Part G! Submit your document in the platform.

Part H: Conversions and Results

Insert an image of your dashboard below.

Enter your screenshot here.

Conversion Reports Questions:

· What is the segment's goal conversion rate?

· Where is the most common goal completion location?

· When the model comparison tool is "Linear" what were the most common channels that converted users?

Enter your response here.

You’ve reached the end of Part H! Submit your document in the platform.