Ecommerce Analytics – From Data to Decisions Course Overview: Google Analytics Academy
Discover useful reporting and analysis techniques to help your ecommerce business make informed decisions using Google Analytics data. In this self-paced online course, you’ll immerse yourself in the measurement planning process and practice navigating Google Analytics to improve the performance of an example ecommerce business.
- Unit 1: Introduction to Ecommerce Analysis
- Lesson 1: Course overview
- Lesson 2: Using the measurement plan
- Lesson 3: Reporting vs. analysis
- Lesson 4: Analysis preparation
- Lesson 5: Next steps
- Unit 2: Understanding Customers
- Lesson 1: Traffic source analysis
- Lesson 2: Multi-channel analysis
- Lesson 3: Customer profile analysis
- Lesson 4: Summary and takeaways
- Unit 3: Understanding Shopping Behavior
- Lesson 1: Enhanced Ecommerce overview
- Lesson 2: On-site merchandising analysis
- Lesson 3: Shopping behavior analysis
- Lesson 4: Checkout analysis
- Lesson 5: Summary and takeaways
- Lesson 6: Course summary
Unit 1 Assessment
Introduction to Ecommerce Analysis
1.1 Course overview
1.2 Using the measurement plan
1.3 Reporting vs. analysis
1.4 Analysis preparation
1.5 Next steps
1.) You should use the same dashboard to monitor your site’s performance, regardless of business objectives and job roles.
- True
- False
2.) Google Analytics segments allows you to do which of the following? (select all that apply)
- Copy built-in segments
- Create your own customized segments
- Build segments using dimensions or metrics
- Create a session segment spanning multiple sessions
3.) The “All Sessions” segment includes every session within the selected date range.
- True
- False
4.) What allows you to create segments based on a specified order of user conditions?
- System segments
- Sequence segments
- Shared segments
- Starred segments
5.) In this Overview report, which audience segment has the longest session duration and highest pages per session?
- The Referral Traffic segment
- The Search Traffic segment
- The Direct Traffic segment
- Cannot tell from this report
6.) To create a segment that includes all users who have seen the summer promotion landing page during any session, what setting needs to change?
- Change the filter setting from “Sessions” to “Users”
- Change the filter setting from “Include” to “Exclude”
- Change the dimension setting from “Landing Page” to “Page Title”
- Change the rule from “exactly matches” to “does not match”
Unit 2 Assessment
Understanding Customers
2.1 Traffic source analysis
2.2 Multi-channel analysis
2.3 Customer profile analysis
2.4 Summary and takeaways
1.) If one of your site’s paid traffic sources had a low ecommerce conversion rate, which actions should you take? (select all that apply)
- Immediately stop investing in marketing for the source
- Immediately increase marketing spend for the source
- Determine whether the traffic source fulfills other site goals
- Determine whether the source assists in conversions
2.) In this Multi-Channel Funnel report, which two channels have the highest overlap and would benefit from coordinated marketing messaging?
- Paid Search & Social Network
- Paid Search & Display
- Email & Display
- Email & Social Network
3.) In this Multi-Chanel Funnel report, which channel is the best at assisting ecommerce conversions relative to the number of Last Click or Direct Conversions it drove?
- Direct
- Referral
- Organic Search
- Social Network
4.) In this Attribution report, which channel misses out on the most conversion credit when using the “Last Interaction” model (versus the “First Interaction” or “Linear” conversion models)?
- Direct
- Referral
- Organic Search
- Social Network
5.) Based on this Demographics report, which gender, age, and user type is most likely to make a purchase?
- new male visitors aged 18-25
- new male visitors aged 25-34
- returning female visitors aged 35-44
- returning male visitors aged 45-45
Unit 3 Assessment
Understanding Shopping Behavior
3.1 Enhanced Ecommerce overview
3.2 On-site merchandising analysis
3.3 Shopping behavior analysis
3.4 Checkout analysis
3.5 Summary and takeaways
3.6 Course summary
1.) To use the Product List Performance and Shopping Behavior Analysis reports, you must first implement Enhanced Ecommerce on your website.
- True
- False
2.) The Product List Performance report provides a recommended list of products to remove from your website.
- True
- False
3.) In this Product List Performance report, which product list and list position is most efficient at driving product views?
- Position 1 on the Homepage Promo list
- Position 1 on the Similar Products list
- Position 3 on the Homepage Promo list
- Position 3 on the Similar Products list
4.) In this Product Performance report, which product indicates potential issues with the product details page?
- 22 oz. Mini Mountain Bottle
- Travel Journal
- Organic Basic T-Shirt
- Men’s Heather T-Shirt
5.) In this Checkout Behavior Analysis report, which step in the checkout process should you optimize based on its drop-off rate?
- Billing
- Shipping
- Payment
- Review
