GA4 Speech Flashcards
(16 cards)
Speech Intro
As part of the move to GA4, we have taken the opportunity to give the dashboards a refresh - make them more readable and easier to use.
One of the benefits to GA4 is the ability to clearly delineate between App & Web within our Analytics Rollup view. This means that rather than having to split App & Web slides as before, we can now have just one slide with a filter for each platform.
Dashboard Intro
Now the actual structure of the dashboard has not changed much so you will still be familiar with it and so rather than running you through the contents, I’ll walk you through an example of how we used it for Monday Trade last week.
Overview Slide
So this is the new look Overview slide where you can see how our Topline KPIs performed in this case vs the previous week.
Now the point I pulled out of here is, given that the previous week was the run up to Mother’s Day, we’d expect most of these to be down. However, Sessions were more or less flat to the previous week.
So, it seems that our drop in Conversion is more down to something driving more traffic rather than the drop in transactions which was expected.
So, then I went over to the Regional Overview vs LW
Regional Overview
And here I can instantly see that even with Mother’s Day, Domestic traffic was up on that previous week. Europe was the only other region to see traffic lift and Middle East was the only area where transactions rose so that may have been something International Development team may have wanted to look at.
But I’m more interested in the Domestic traffic story so I then began filtering the Marketing Channel to see where this traffic was coming from.
Regional Overview Filters
First looking at Direct traffic focussing on the Domestic row, I can see traffic was down so that doesn’t explain it.
I then switch to Paid Search Generic where you can see Domestic traffic was up almost 24%. So I’ll keep that in mind.
Then next big channel is Organic search but that didn’t show anything being down by 12%. So, I then looked at Affiliates.
And this channel displayed a 19% jump in Sessions which is a big jump for Affiliates.
So I’ll keep these two channels in mind.
There’s a nice little reset filters button to reset everything at once but having viewed Regional and Channel splits, I decided to then take a look at the Divisional view.
Divisional View
Here straight away I can see Womenswear saw a 19% rise in PDP Views. Filtering to Domestic increases this rise to 25%. I’ll just highlight Womenwear for now.
Divisional View - Search Paid Generic
Now I’ll take a look at those two channels of interest starting with Paid Search Generic.
Bear in mind Womenswear had 309k PDP Views and over 1/3 of those came from users coming via Search Paid Generic. You can also see that Quantity purchased from these customers was also up 20%.
Divisional View - Affiliates
Now I’ll check Affiliates quickly.
And here Womenswear PDP Views rose 72% so something is going on there. I also checked other channels but the others didn’t show anything outstanding.
The next logical steps would be to check which brands and products were driving this so let’s go to the Brand vs LW view now.
Brands vs LW
Off the bat I can see House of CB had a strong week with quantity purchased 72% higher than the previous week. But I’ll do the same here filtering to Domestic and then by those two Marketing Channels.
Brands vs LW - Domestic
Checking Domestic – House of CB still Top but there is a 792% increase in PDP Views for Sporty & Rich at 9th position. This is a total of 11.2k views.
Brands vs LW - Channels
When filtering to Affiliates I can see that 9.7k or 86% of Sporty & Rich’s PDP Views were via the Affiliate channel.
Whilst I’m here, quickly check Search Paid Generic – House of CB is top here and based on the brand’s Topline Domestic PDP Views, Search Paid Generic accounts for 44% of these.
Last couple of steps now – Product view
Products vs LW
But Top Product for PDP Views, over 10k views was this one Sporty & Rich sweatshirt and you can’t see anything else from this brand even in the top 50.
Same old story checking Affiliates since that’s where most of this brand’s traffic came from.
Products vs LW - Affiliates
Almost all of this product’s PDP Views were from Affiliate traffic but only 4 units were sold. So this would explain part of Traffic being in line with the previous week and part of what is supressing our BTD rate and overall Conversion rate.
I did then finish the analysis of this story in the GA4 platform to see what Affiliate was causing this and it was a blog called RewardStyle.
Products vs LW - House of CB
Now the story with House of CB. I didn’t bother filtering the Channel but I just went directly to filtering the brand.
The 3rd most viewed item was the Top Grossing product for the brand selling 71 units. But scrolling a bit further you see the product with the highest ASP was a bridal gown.
The next interest was then Weddings and seeing if we have had any step up in demand for those items. So I went to the Page Engagement slide.
Page Engagement
Here I can see big increases on the previous week for wedding related pages with Wedding Guest outfits seeing an 81% rise in Page views.
Like the Sporty & Rich story, I too finished this analysis within the GA4 platform to see what products were selling that are part of the Wedding Shop page breadcrumb as filtering on the product group wouldn’t capture all dresses etc.
And looking in GA4 I found that most of the top dresses that sold under the Wedding breadcrumb were actually also House of CB dresses so there was clearly a lot of overlap between the brand and wedding season.
Outro
So that was a walkthrough of a real example as to how the new Monday Trade Dashboard was used last week and now Adrian will take you through the Marketing Dashboard he has built.
