As part of my Master’s module Digital Measurement & Evaluation, I completed a hands-on Google Analytics 4 (GA4) project analysing the performance of the Google Merchandise Store using real GA4 data.
I analysed user acquisition, engagement, monetisation, and retention performance to identify key trends, benchmark results against industry standards, and uncover growth opportunities related to sales, retention, and conversion.
Using the RACE framework, I designed a KPI-driven web analytics strategy with SMART objectives, covering:
- REACH: number of new users, views per user
- ACT: add-to-cart rate, bounce rate
- CONVERT: total revenue and checkout abandonment rate
- ENGAGE: user retention and customer lifetime value (LTV)
Skills demonstrated: GA4 analysis, KPI selection, data-driven strategy, e-commerce analytics, and privacy-aware measurement.
