Google Analytics Web Report for the Google Analytics Demo Account, focusing on Dashboard, Audience, Acquisition and Behavior sections.

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Google Analytics Web Report
Pierre-Clement LIHOU
MRKT 327
11/21/2016
Professor Pepe
https://pierreclementlihoublog.wordpress.com/

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Table of Contents
I. Dashboard.............................................................................................................................................................3
  Audience Snapshot 3
  Device 5
  Ecommerce 7
  Real Time 9
  SEO Performance 11
  Site Performance 12
II. Audience.................................................................................................................................................................14
III. Acquisition........................................................................................................................................................... 17
IV. Behavior............................................................................................................................................................... 19
V. Appendix.................................................................................................................................................................21
  Appendix A 21
  Appendix B 22
  Appendix C 23
  Appendix D 24
  Appendix E 25
VI. WorkCited........................................................................................................................................................... 26

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I. Dashboard
 Audience snapshot
Let’s take a quick look at the audience snapshot from October 7th 2016 to November 6th 2016.
By having a quick look we can notice that there is 89.2% of New visitor and 10.8% returning
visitor over this period of time. However, the bounce rate is relatively high with 54.52%, meaning
that 54.52% of the viewer don’t interact with the website and tend to immediately leave the
website.
Concerning the Average Pages per visit, there is an average of 3.64 meaning that on average,
each user looks at 3.64 pages per visit for an average visit duration of 1:57 min.
Now let’s have a look at which devices are used to look at which device are used to go on this
website. According to the report, 88,222 sessions so 83.20% of the total of visit are made via
desktop device, 15,385 (14.51%) are made via mobile device and 2,426 (2.29%) are made via
tablet.
Out of this numbers, if we take a closer look to the mobile and tablet devices, without
analyzing the data, people might say that concerning the mobile visits, it is mainly coming from
IOS devices with 5,930 visits so 38.54% of the 15,385 visits, compared to 5,187 so 33.71% for
Samsung and Google mobile. However, the “other” section represents 4,266 visits so 27.75% of
the remaining mobile devices, and, most of the “other” mobile devices are running on Android
platform. That’s why both sides and especially android user for mobile devices have to be taken
into consideration, especially with the exponentially growing mobile users.
On the other hand, the tablet users are mainly IOS users with, 1,668 so 68.76% of all the tablet
sessions done in the period of October 7th to November 6th.

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Now, what’s interesting is to compare it to the previous month, the period of the 7th of
September to 7th of October. The number of visits on that period was only 77,520 so a lot smaller
than the one from the next month. Also, if we take a closer look to the type of visitors, the number
of new visitors during that period was 86.1% and 13.9% of them were returning visitors. This
means that even if on the next month time the number of visits increased, the proportion of absolute
unique visitors also increased.
Moreover, if we take a closer look at the three elements, Bounce Rate, Average Pageviews
and Time on Site relation. We can notice that over one month the bounce rate increase from
47.81% to 54.52%, the average Pageviews decreased from 4.58 to 3.64 and the average visit
duration decreased from 2:24 to 1:57. Meaning that even if the number of visits increased, the
number of involved visitors decreased.

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 Device
Now let’s have a quick look at their device section. In this section we can notice the
different devices used by users and which devices have been used to purchase a product and what
is the revenue per device and the revenue per user, the average amount spend per a specific user.
In that example we can notice that the biggest Revenue per device is based on desktop with a
revenue of $202,773.64, 95.6% of the total revenue on the period of time between the 7th of
October and the 6th of November. The revenue percentage is calculated by adding all the revenue
per user and then finding the percentage of each one. Let’s take the example of the desktop one,
it’s calculated by dividing 2.62 by 3.88 (2.62+0.65+0.61) and multiply by 100.
These numbers don’t really help us to base our digital marketing strategy. However, by
looking at the results from the previous month (screenshot below) it’s directly clear that something
has changed. The revenue per user has literally changed and we can notice that the revenue per
user on mobile device have been multiplied by 3.4 and the revenue per user on tablet devices have

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been multiplied by 2.65. This really show that users are more and more willing to buy through
their smartphone or tablets.

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 Ecommerce
For the eCommerce sections, the overall look and interpretation, we can have for the period of
October 7th to November 6th, is the fact that they have a conversion rate of 1.28% with a Total of
$212,100.07 in revenue for a number of 106,033 visits with 1,361 transactions and an average
order value of $155.84.
Moreover, if we look at the device used to purchase, we can see that 95.6% of the revenue
($202,773.64) are coming from desktop devices which represents 83.20% (88,222) of the total
number of visits.
However, what’s interesting to see, is
the Visits and Product Revenue by Source.
In fact, as you can see on the screenshot ,
YouTube and referral represent 45.67% of
the total number of sessions, but none of
them coming from these sources buy a
product after arriving on the website representing a null conversion rate.
On the other hand, people coming from direct search (typing the URL directly in the search
bar) represent only 9.95% of the total number of Sessions but represent 51.53% of the product
revenue! Meaning that people are more willing to buy by coming via direct search.
Moreover, what is interesting to see in this section is not only the conversion rate, the revenue
etc., but what products are selling well and does the implementation of new product is doing great

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or not. This is where the interesting part starts. In fact, if we narrow the period of time from 31st
of October to 6th of November, we can see that 41.54% ($88,111.45) of the revenue made from
October 7th to November 6th have been made over a week only!
This is showing how good the launch of the Nest products is. In fact, if we narrow the research
from October 7th to October 21st, we can see in the Top 10 products by revenue that the Nest
products are not there, however, on the period of time from the 31st of October to November 6th
we can see that the top 5 products are actually Nest product which represent 64.13% ($56,503) of
the revenue made over this week.

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 Real-Time
The Real-time section allows us to monitor the activity on the site as it is happening. As we
can see in the example bellow, there were 17 different visits at this specific time and the number
was constantly moving.
This section also allows us to know from where the user is coming from, if they arrive from
Social media, Organic search, referral, direct or paid search. In this example, we can see that nearly
half on the user where coming from Social media. Moreover, we can also see from which devices
the users are coming from, with a large number of desktop user (94.12%).
However, what is interesting to see is the action users are taking and from where to where they
are going. In the example bellow, we can see in the Page Title section two different colors, green
and red. This is constantly changing as red color that there is a movement of one or more users out
of this page and green means a movement to this page. This helps track the efficiency of the
website in real time. In the screenshot below we can see that the page title “Home” is in red,
meaning that one or more user left the homepage, saying like that it sounds like, it’s bounce rate,
but it’s not only that. In fact, if the title page home is turn red and the traffic number decrease, then
it is considered as bounce rate. However, on this example the traffic number didn’t change and the
“Headgear Apparel” and “Nest-USA” turn green, which help us to understand that users went from
the homepage to the Nest USA and Headgear page. This is good indication as the Nest Page is
new, it shows that consumers are interested about the page and decide to go to this page directly
from the homepage.

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 SEO Performance
The SEO performance section helps us to understand the different elements on an SEO point
of view. In fact, it gives us many information, the first one, it calculates the number of visits coming
from SEO which is available on different other tab and discussed above, but the important element
is to know on which page they most land to and which Search engines is most used.
In the period of time between October 7th and November 6th, we can notice that the most landed
page is directly on the home page 83.72% (22,825 sessions). This is good to base their strategy,
meaning that their Organic search and the URL used in their text ad is redirecting to the homepage,
by having this information, they could build their homepage in a way that the user will be able to
easily navigate to the different other pages and the section directly from this landing page.
The other information to take into consideration is the graph below. This graph gives
information about which Search engines is most used to search and access to the website. In this
example below, we can see that the main search engine used is, without any surprise, Google
(97.2%), followed by Baidu 2% (a Chinese web service provider, which have 79.48% of the
Chinese search engine market share). This information helps to build the company SEO strategy
by trying to adapt their website to the specific algorithm.

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 Site Performance
The site performance allows us to see how the website is performing on different internal
elements. In fact, it helps us to know the average page load time which is a really important
component not only on an SEO point of view, but on a bounce rate and consumer experience of
the website which will lead or not to a conversion. Many marketers will say that the page speed is
not their bad, and shouldn’t invest in it. They will say that it might be expensive to make changes
to gain only 1 or 2 seconds and that the loading time mainly depend on the viewer’s internet
connection.
The fact is that; they don’t realize how important it’s. Amazon did a research on the fact that
if their website is slower by 1 second on the page load time they will lose up to $1.6billion in sales.
That’s why as we can see on the screenshot below, there is a strong need for page speed
improvement as they are on average at 6.18s to load. Moreover, if we take a closer look we can
see that the main problem is coming from the homepage which is even more important, as we saw
above, that most people are redirected to the homepage and the main landing page of the website
is the homepage.

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Another element to look for is the page Load time by browser and the correlation between the
browser used, the number of sessions and the average page load time. As we can see on the table
below, the three most used browsers are Chrome (63.28% of the number of sessions) and an av.
of 5.71s, Safari (28.93%) with an av. of 7.86s and Firefox (3.18%) with an av. of 11.03s. This
show us the problem occurred on FireFox and Safari, indicating a need of improvement with Safari
as they represent more than 1/4th of the total of Session and as an important Average Page Load
time.

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II. Audience-Overview
In order to base our Marketing strategy efficiently it is good to look at 5 main elements, the
location, the new against repeat visitor, the frequency report, the engagement and the technology
and mobile report.
By looking at the Location report, we can notice that the country with the most important
number of sessions is the United States with 32,925 sessions over the period of 7th of October to
6th of November. However, this only represents 31.05% of the total number of sessions over that
time period. In fact, the 6 next countries put together represent 31,841 sessions so 30.03% of the
total number of sessions. If we take a closer look at the numbers about Bounce Rate, Page/Session
and Average session duration, we can observe in the screenshot below (representing the bounce
rate comparison of the countries), that the bounce rate is really bad for the next 6 countries and
same for their Page/Session and Average session duration. This means that there is a problem in
that section as it means that most visitors coming from those countries don’t spend time and will
not be potential conversion and source of revenue. This might be due to the language barrier as the
website is only available (by adding “/?hl=fr” after the.com, for example, the website don’t
translate or go into French language).

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Then let’s take a look at the new against returning visitor over a two-month period.
As we can see on this two graph with
the Blue Section representing new
visitors and green one representing
returning ones. We can see that over a
period of two months the number of
new visitors increased by 5.2 points which lead to a decrease of returning visitors percentage by
5.2 points. This could be a good news, as it means that
the website attracts more and more new visitors. However, if we take a closer look to the results
and revenue by type of visitors. We can see that the conversion rate and revenue per new visitors
is way lower than for returning visitors. In fact, conversion rate per new visitors is 4.16% compared
to 0.71% for new visitors. Moreover, 57.28% of the total revenue is made by the 17,651 sessions
made by the returning visitors representing 16.65% of the total sessions. This means that a
marketing strategy need to be done in order to keep the returning visitors and also make new
visitors into returning visitors, with loyalty programs or other incentive strategies.
After analyzing the differences between new and returning visitors it easy to know the results from
the frequency reports due to the high number of new visitors. However, what’s interesting to look
is the engagement of these visitors, to see how much time they spend per session on average.
In order to base our marketing strategy, we need to take into consideration what the e-commerce
strategy is, do we want to be more like Amazon, which mean having a two click buying process,

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or do we want to base our strategy on giving time to our consumer to consider the product and
then maybe send email email marketing promotion or incentive to make him decide on his/her
final decision.
If the decision is to go with the first idea, then the results presented in the report are relatively good
as 74.32% (78,806) of the Sessions are made in less than a minute. However, if the strategy is to
go on the opposite way, then something has to be done to keep the visitors on the website.
Finally, the Technology and mobile report, some of this has already been explained in the audience
snapshot in page 3. However, what’s also good to take into consideration is to analyze the shift in
devices. As we can see in the appendix A, even if the percentage out of the total number of Sessions
decreased on mobile and tablet devices, the number of sessions made via these devices increased.
This increase indicates a need to have a mobile friendly website, either adaptive of responsive.

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III. Acquisition-Overview
The acquisition section helps us to have information about specific AdWords, the cost per
Adwrods, which traffic brings to the website, from where (social media, organic search, referral
etc and more especially know what is the Return on Investment (ROI) of specific Keywords, Group
of Keywords or Campaign launched. This helps to evaluate the different performances.
First, as you can see on the graph on the left, representing
the repartition of the Top Channels from which the
Sessions are coming, you can observe that nearly half of
the session made over the period of time of October 7th to
November 6th are coming from social media. Moreover,
77.4% of the total of Session are coming from two
channels, Social and Organic Search.
This information is important in order to analyze how effective our campaign or use of Keywords are
in just a quick look.
Now if we take a closer look to the top channel presented which is Social, we can observe
that the social network with the biggest number of sessions (48,421, which represent 98.63% of the
Social channel sessions) is YouTube. However, if we take a closer look, we can notice that YouTube
is good to bring New Sessions to the site, but also provide a High Bounce Rate (71.70%)with low
pages per session (1.47) and low average time per session (29s). The other element we need to take
into consideration is the fact that this social Network has a null conversion rate, which mean even if

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it brings in many new Sessions, these new users don’t buy anything after being redirected to the
website.
This is important to build the Marketing strategy and allocate resources. In fact, do we just
want to bring new users to our site via YouTube, or do we want at the same time to make revenue
from them? The marketing Strategy and how the users will be targeted will totally change. Moreover,
there is the question of, do we want to use Social Channel to only bring users or make profits out of
them? If the second option is chosen, then there is a need to shift the strategy and maybe allocate
more resources to Google Groups which have a Conversion rate of 8.11%, with an average revenue
per transaction of $317, so people interested and profitable.
Then let’s focus on campaigns and evaluate the performances of them. There have been 4
campaigns launched, but we will focus on one AdWord Campaign named “Dynamic Search Ads
Whole Site”. As you can see on the Screenshot below this campaign is really good. In fact, if we look
at the results we can observe that this Campaign brings 1762 clicks with a CPC of $0.22 which mean
a total cost of $368.98. However, where this campaign performs well is in the ROI. This campaign
helped to get involved consumers, which can be seen in the low bounce Rate and high number of
Pages per Session, but also about what is really looking for, Revenue! This campaign has a ROI of
$2135.

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IV. Behavior-Overview
The Behavior section is considered by some as the most complicated, but as the most powerful
section of Google Analytics. In fact, the behavior section is in a way regrouping all the other
section in once. The Behavior section tells us how user interact with the Website, how the user is
using on site search engine, it helps identify popular content on site and more especially how the
visitor moves through the site.
The first element is the All page sections. This section helps to define the performance of each
page according to the average time on page and bounce rate. As we can see on the screenshot
below, the homepage, and office aren’t working that well and might need some improvement. In
fact, these two sections have a high bounce rate and exit percentage meaning that they need some
improvement in order to grab more consumers and transform them into revenue.
The very powerful element of this section is the Behavior Flow. At first, if you arrive
without knowing how to use the tool, it can be scary with tons of information and numbers and
nearly no text, as you can see on Appendix B. However, this section is just the longtime report of
what we saw in Real-Time section.

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In fact, this section shows all the movement through the website and how the consumer
interacted with the site. The data and patterns available in Behavior Flow are nearly limitless.
However, I will focus on three main ones, Mobile, Medium/Referral and traffic type.
As you can see on Appendix C, people coming from mobile devices are redirecting to many
different pages, either to the homepage or Apparel. Then, the consumer coming from the
homepage, either exit (65%), or go to the Apparel page (14.17%) or to the brand page (10.3%).
This indicates that people coming from mobile devices are mainly interested by this two pages.
On the Appendix D, we can have a closer of the behavior from people coming from referral
channel. For most of them (56k, 94.92%) they arrive on the home page, out of this 56k sessions,
43k (76.79%) of them directly exit the page, however, 4.6k of the remaining 13k, so 35.39% are
directly going to the sign-in page and then leaving and not interacting with the website. This data
indicates us that there is, first, a problem on the homepage for people coming from referral sources
as 3 out of 4 of them directly leave the site. And also, that 1 out of 3 people coming from referral
directly go to sign in page. This means that there is a possibility to directly market to them in order
to make them returning consumers and as we saw in the previous section, they represent the biggest
revenue.
Finally, on the Appendix E, we can have a closer look of traffic type and product category
link. On this one, what’s interesting to notice is that, out of the 49k sessions coming from Social
media, only 522 of them so only 1.07% of them goes to the Apparel product category, which only
represent 5.8% of the total traffic (9k) going to apparel product category. Most of the traffic comes
from organic search with 42.22% and referral with 26.67%.

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Appendix A:
Mobile Overview over a 2-month period, September 6th to October 6th and October 7th to
November 6th.

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Appendix B:

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Appendix C:

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Appendix D:

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Appendix E:

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"Baidu Statistics and Trends [Infographic]." GO-Globe. N.p., n.d. Web. Nov. 2016.
"Bounce Rate." - Analytics Help. N.p., n.d. Web. Nov. 2016.
Lewis, Anna. "Search Engine Watch." Search Engine Watch Guide to Google Analytics
Demographics Reports Age Gender Interests Comments. N.p., 22 Apr. 2016. Web. Nov. 2016.
Morgan Seedarnee. "Using Google Analytics to View Website Traffic." Alternate Image. N.p.,
n.d. Web. Nov. 2016.