AN ANALYSIS OF THE GOOGLE.

MERCHANDISE STORE
By Cailin Ramsey
HOW IS MY OVERALL SITE HEALTH?

The site performance and each of the goal’s conversion rates (aside from registrations)
are doing well compared to the last period.
HOW IS MY ECOMMERCE TRENDING YEAR OVER YEAR?
Not well. Everything has gone down compared to last year.

This data is found in the Conversions section under Ecommerce.

HOW DOES MY ORGANIC TRAFFIC COMPARE TO OTHER TRAFFIC?

Your organic traffic has

the highest number of
users and new users,
but also has the highest
bounce rate.

Even though the organic traffic has the highest

number of goal completions, they have one of the
lower goal conversion rates (goal completions/
visits) at 12.05% showing that organic traffic
is not your most effective medium.

This data is found in the Acquisitions section under All Traffic > Source/Medium.
HOW DOES PAID SEARCH PERFORMANCE COMPARE TO ORGANIC?

Paid Search has the highest Ecommerce conversion

rate (users who followed through with making a
purchase).

Organic Searches end up spending more.

Paid Search also has higher

conversion rates for all of the goals.

Bottom Line
Paid advertising is doing its job,
but the organic searches are what
brings in the most revenue.
This data is found in the Acquisitions section under All Traffic > Channels.
WHAT CONTENT IS HOT ON MY SITE THIS WEEK?
I selected “Product” as the primary dimension
to separate the data by individual products.

The Google Tee White was both added to the checkout process
and purchased as part of a transaction the most of any products.

This data was taken from June 16th - 22nd and is found in the Conversions section under Ecommerce > Product List Performance.
WHAT CONTENT IS HOT ON MY SITE THIS WEEK?

*BONUS OBSERVATION*

This is what the default

sort shows when the
Men’s Apparel category
is selected.

This data was taken from June 16th - 22nd and is found in the Conversions section under Ecommerce > Product List Performance.
*BONUS OBSERVATION*
All four of these
products shows up
in the top 10 for
“product list views”.

BUT

There was only 1

shirt purchased out
of all of them within
the week.

This is a good example of the importance of which metric is used. Just because
a product has a high number of product views, doesn’t mean it is selling.

This data was taken from June 16th - 22nd and is found in the Conversions section under Ecommerce > Product List Performance.
SUGGESTION #1 - INCREASE ADVERTISING TO WOMEN AGES 45-64

Your highest Ecommerce Conversion

Rate comes from women between the
ages of 45 and 64, but the same
demographic also has one of the lowest
number of users.

I recommend investing more in

advertising to women between the ages
of 45 and 64 to drive up their traffic
and increase sales.

This data is found in the Audience section under Demographics > Age.
SUGGESTION #2 - CONTINUE AW-OFFICE CAMPAIGN

The AW-Office campaign has the

highest percentage of sessions that
resulted in an e-commerce transaction
(Ecommerce conversion rate) and one
of the lower CPCs. I recommend
continuing this campaign.

This data is found in the Acquisitions section under Google Ads > Campaigns.
SUGGESTION #3 - DISCONTINUE AW-DRINKWARE AND ANDROID CAMPAIGNS

The AW-Drinkware and AW-Android

Brand campaigns have higher CPCs and
have not brought in any revenue for the
past month.

These are likely your more costly campaigns

and I would look into discontinuing them.

This data is found in the Acquisitions section under Google Ads > Campaigns.
QUESTIONS?