Question: 1. How many new users did visit the Google Merchandise Store website in 2021 (January 1 - December 31)? How much in percentage did the

1. How many new users did visit the Google Merchandise Store website in 2021 (January 1 - December 31)? How much in percentage did the total number of new users increase or decrease in 2021, as compared to the new users in 2020?

2. Based on customer engagement metrics (e.g., page per session, average session duration, bounce rate, etc.), evaluate the website's performance in 2021, as compared to the performance in 2020. In what criteria did the website perform worse in 2021? What would you suggest to improve the worse-performing metrics?

3. Which channel was most effective for engaging customers to the website in 2021? Which channel(s) should be more emphasized to improve the overall e-commerce conversion rate of the website?

4. In 2021, what percentage of the website traffic did exit from the home page (i.e., /home; you can find the exit rate for each page under "Behavior - Site Content - Exit Pages")? Considering the average exit rate of the entire website, should the store make action to improve the home page?

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