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GTM & Web Analytics
Project Type
Web Analysis
Date
April 2023
Role
Conduct data cleaning, connect APIs, and regroup and process data from various sources (e.g., Facebook, social media, website, Google Analytics, Shopify) to create a performance dashboard for insightful analysis.
Challenge
The main challenge was to accurately track and analyze user behavior and sales performance across various digital channels and devices. The goal was to provide comprehensive insights that could inform strategic decisions and optimize the user experience.
Solution
A detailed and systematic approach was implemented, focusing on the following key areas:
1. GTM Event Tracking Tags: Set up Google Tag Manager (GTM) event tracking tags to capture detailed user interactions and behaviors on the website.
2. Analytics Dashboard: Created an analytics dashboard to visualize and analyze data, focusing on:
• Key Achievements and Summary: Highlighting main accomplishments and providing a summary of overall performance.
• Key Index by Main Digital Channels: Analyzing performance metrics across primary digital channels such as Google Ads, SEO, Meta Ads, and social media.
• Performance by Devices: Evaluating how different devices (desktop, mobile, tablet) impact user behavior and sales performance.
• Performance by Page Types: Assessing the effectiveness of various page types (landing pages, product pages, blog posts) in driving engagement and conversions.
• Behavior Analysis: Examining user interactions across pages to understand navigation patterns and identify areas for improvement.
• Performance by Product Types: Analyzing sales performance based on different product categories to identify top-performing items and trends.
3. Data Processing: Ensured that the data was processed and presented accurately, with the dashboard designed for demonstration purposes and not fully covered in preview mode.
Result
Ride on the insight: conv.rate +23%, online sales +27%, reporting time -90%
Description:
This project involves setting up GTM Event Tracking Tags and creating an analytics dashboard to analyze sales performance and user behavior on the web. The dashboard focuses on key topics such as key achievements, performance by digital channels, devices, page types, behavior analysis, and product types.
*The dashboard is for demonstration purposes only which is not fully covered in preview mode, and the data has been processed accordingly.
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