In this exercise, you will be examining the Google Analytics demo account to find various metrics youve learned in class. The data in this demo account comes from the Google Merchandise Store, an ecommerce site that sells Google-branded merchandise. The main purpose of this exercise is to provide you with hands-on practice with the Google Analytics tool. Only after you have gained skill in Google Analytics will you begin to think about the implications of the metrics--what changes Google should make to the Merchandise Store to improve its performance.

Please restrict the date range from August 1, 2019 to August 31, 2019 when answering the following questions.

1). Basic Metrics (Audience->Overview & Behavior->Overview) (5 points)

Pageviews: How many total pageviews occurred?

Sessions/Visits: How many total sessions/visits occurred?

Users: How many unique users visited the site?

Average Time on Page: What was it overall? What was it for the homepage?

Entry: How many entries occurred on the homepage?

Exit: Calculate how many exits occurred from the homepage? (Note that the exit rate for homepage is calculated as the percentage of homepage views that result in an exit, NOT the percentage of sitewide exits that occur on the homepage).

2). Calculated Metrics (Audience->Overview & Behavior->Overview)(5 points)

Average Page Depth: Find it.

Average Session Duration: Find it.

Site Bounce Rate: Find it.

Page Bounce Rate: Find the homepage bounce rate. (Click on the /home link at the top of the list of pages from Behavior > Overview).

Entrance Rate: Find the homepage entrance rate.

Unique Pageviews: Find the total number of unique pageviews.

3). Manuel Metrics (5 points)

Conversion Rate: What is the ecommerce conversion rate (conversion for ecommerce site by default refers to purchase, not other goals)? Find it.

Revenue: What is the total revenue? Find it.

Revenue per Session: What is the average revenue per session? This is not provided directly in the analytics account but can be easily calculated.

4). Channel Analysis (Acquisition->All Traffic->Channels) (5 points)

Compare the conversion rate and revenue per session across all marketing channels (8 channels in total).

Which marketing channel gives us the best traffic (best traffic can be defined as the traffic that yields highest Revenue per Session)?

5). Segmentation (5 points)

Segmentation refers to any method of dividing customers (or in this case, site visitors) into groups that differ in a meaningful and actionable way. Segmenting site visitors based on source channel is one way to group web traffic. Other methods of segmentation could also provide insights into profitable website actions.

Device type: Go to Audience > Mobile > Overview. How does conversion rate vary by device type?

Browser: Go to Audience > Technology > Browser & OS. Which browser has the highest conversion rate?

New vs. return user: Go to Audience > Behavior > New vs Returning. Compare the conversion rate and revenue per session.

Time of day: This is best done by adding a secondary dimension to an existing table. The New vs. return user table is a good one because it only has two lines, so adding the timing dimension will not make the table overly confusing. Click on the Secondary dimension button > Time > Hour. For this table, it makes sense to expand the number of rows shown to 50 and click on the Ecommerce Conversion Rate tab to sort by conversion rate. What are the times of day that lead to higher conversion rates? Does time of day actually matter?

Location: Go to Audience > Geo > Location. If you are more interested in state breakdowns within the U.S., click the United States. Which state has the highest traffic volume, conversion rate and revenue per session, respectively?