​Google Analytics and Data Driven Strategy
​This section explores how Google Analytics supports website and landing page optimization. I used different reports to track traffic sources, user behavior and goal completions. Within this section you will find examples of an audience report, content report, traffic report and ecommerce report, each used to support specific digital objectives.
Audience Overview
Google Analytics provides a detailed breakdown of who is visiting your site. The audience report includes demographic data, interests, location, device type and returning visitor behaviour. This helps inform campaign targeting, improve user segmentation and refine content strategies based on real user profiles.
​User Devices and Browsers
This data shows the most common browsers and device types used by visitors. The majority accessed the site via Chrome on desktop, highlighting the importance of desktop optimisation and ensuring compatibility with leading browsers for consistent user experience.
Traffic Acquisition
​The acquisition report reveals where your traffic is coming from, whether through search engines, social media, direct visits or referral links. This insight supports smarter channel investment, allowing you to identify high performing traffic sources and uncover areas that need strategic improvement.
​User Acquisition by Channel Group
This report highlights which traffic sources are driving new and returning users to the site. Comparing two 30 day periods shows direct traffic remains dominant but reveals a small drop in new users. Monitoring shifts like these allows marketers to identify changes in user behaviour and reassess channel strategy if needed.
Content Engagement
Content reports highlight which pages users engage with most, how long they stay and where they drop off. This data supports content planning, helping to identify high value pages and improve site structure, messaging and user flow based on real interaction trends.
Top Performing Pages on Mobile
​This report filters performance by mobile devices, showing which pages drive the most engagement on smaller screens. With the homepage and apparel section leading, it reinforces the importance of responsive design and prioritising mobile usability for high traffic areas.
Ecommerce Overview
​The ecommerce report tracks online transactions, conversion rates, product performance and average order value. It gives a clear view of revenue trends and user behaviour across the funnel, allowing for data driven decisions that improve performance and increase return on investment.
​Average Order Value – Last Calendar Year
This graph displays the average purchase revenue per active user from 1 January to 31 December 2024. It highlights key fluctuations across the year, allowing marketers to pinpoint periods of increased buyer value. This data helps optimise timing for sales campaigns and forecast revenue per user with greater accuracy.
Reflection
Clinic Two focused on developing the skills required to collect and interpret data through Google Analytics 4, offering a deep dive into the types of user behaviour and marketing performance insights that businesses rely on. I found this session highly beneficial, as it allowed me to move beyond theory and gain hands-on experience with one of the most essential platforms in digital marketing. Being able to use real time data and navigate different reports such as audience demographics, content performance, acquisition sources and ecommerce revenue helped me understand how businesses make informed decisions.
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One of the most important skills I developed was the ability to extract meaningful insights from complex data. I practised identifying which campaigns were delivering the most engaged users, which product pages were converting well, and which acquisition channels had the highest return on investment. This made me realise that data is not just about numbers, but about the story it tells and the actions it can influence. The ability to make data driven decisions is crucial in many digital marketing job roles, especially those focused on paid media, performance marketing, and conversion rate optimisation.
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The session has prepared me well for future employment by strengthening my analytical confidence and making me familiar with terminology and metrics that are frequently used in the industry. I am now comfortable discussing bounce rates, engagement time, revenue per user and return on ad spend. These skills are particularly useful in roles involving campaign reporting, optimization or stakeholder reporting.
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What I enjoyed most was learning how to interpret reports visually and compare time periods to track improvement. I found ecommerce tracking especially interesting, as it revealed how granular performance insights can be and how they can inform better decisions. The part I found more challenging was navigating between different views and filtering the data correctly, but this improved with practice.
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The knowledge gained in this clinic will be applicable across a variety of roles including data analyst, performance marketer and digital marketing executive. Going forward, I plan to continue practising on demo accounts and building my confidence in custom reporting. Clinic Two helped me bridge the gap between data and decision making, showing me how to turn insight into impact in a marketing environment.