Google Merch Shop Analytics with Looker and GA4

About this project

This project showcases my ability to leverage Looker for in-depth website analysis using Google Analytics 4 (GA4) data. The focus is on the Google Merchandise Shop website.

Project Goals:

• Gain insights into user behavior and website performance.

• Identify key traffic sources and user demographics.

• Analyze product performance and conversion rates.

• Generate actionable reports to optimize the online shop.

Technical Skills Highlighted:

• Looker: Data exploration, creating dashboards, calculated fields, filters.

• GA4 Data Analysis: Understanding event-based data, custom dimensions & metrics.

• Data Visualization: Effectively communicate insights through charts and graphs.

Project Highlights:

• Established a Looker connection to the GA4 property for the Google Merch Shop.

• Developed a comprehensive suite of reports covering:

  • User acquisition by channel (Organic Search, Paid Ads, etc.)

  • User demographics (Age, Location, Interests)

  • Product page views, add-to-carts, and purchases

  • Conversion funnel analysis to identify drop-off points

• Created interactive dashboards with drill-down capabilities for deeper analysis.

• Identified key trends and actionable insights, such as:

  • High-performing traffic sources for targeted marketing campaigns.

  • User segments with low conversion rates for targeted promotions.

  • Products with high abandonment rates for potential improvements.