This class we are getting hands on in data! It's important to understand the basics of data interpretation when we are running social media campaigns.
Please use this link to access the Google Analytics Demo Account.
https://analytics.google.com/analytics/web/provision/?utm_source=demoaccount&utm_medium=demoaccount&utm_campaign=demoaccount#/provision
Take the following steps and answer the following questions:
Confirm Date Range is Sept 7 - Oct 4, 2022
From the Home Page, which channel appeared as the last touch point with the highest percent of conversions.
In the Reports tab -> Acquisition -> Overview
What are the top three channels by sessions?
Navigate to Traffic Acquisition under Acquisition
Which are the top three channels by total Revenue?
From this view, which channel is the most engaging based on engaged sessions per user and engagement rate?
Why do you think this is the top engaged channel from a marketing perspective?
Go to Monetization -> Overview
What is the Average Purchase Revenue per User?
Knowing this information, if we are running a paid advertising campaign on TikTok and we have the average revenue per user, how much money per user are we willing to spend to get a sale? Please explain your answer here.
- You are the social media manager at a luxury fashion startup based in NYC. You manage social media as well as help manage the ecommerce business. The company has been using Google Analytics as the reporting source of truth, however, you have not yet changed over to GA4. The owner of the company does not understand why we have to switch over to the new GA4 instance. They also do not understand the difference between 'old' GA and the 'new' GA. From what we talked about in class and conducting some research on your own, please write out a memo addressed to your boss the CEO and owner explaining the benefits of GA4 and why we need to switch over to the new version.
Userful Link:
https://datastudio.google.com/u/0/reporting/2efedf0a-1001-40c6-af84-06133ba607c3/page/1M
Further Reading: Get to Know GA4: A Complete Guide – Search Engine Journal https://www.searchenginejournal.com/google-analytics-4-guide/407452/
16 Key Social Media Metrics to Track – Hootsuite
https://blog.hootsuite.com/social-mediametrics/