Analytics

IBM3202 · Portfolio Website

Analytics dashboard

GA4 data  ·  Last 28 days  ·  Tracking: active  ·  Source: Google Analytics 4

Key metrics

Active users

39K

▲ +12% vs prior period

New users

30K

▲ +8% vs prior period

Items purchased

13,230

▼ −3% vs prior period

Item revenue

$144K

▲ +5% vs prior period

Traffic & engagement

Traffic by acquisition channel

Sessions by source, last 28 days

Organic search Direct Referral Social

Sessions by channel: Organic 18K, Direct 12K, Referral 6K, Social 3K.

New vs returning users

Engagement comparison, last 28 days

New users · 30K Returning · 9K

Returning users outperform new users across all three engagement metrics.

Purchase funnel — web vs mobile

Funnel drop-off by platform

Step completion rate starting from session start

Web traffic Mobile traffic

Session start

100%

100%

View item

25%

14.5%

Add to cart

25%

19.7%

Begin checkout

50%

44.3%

Purchase

49%

27%

Insights & recommendations

Retention

Returning users drive engagement

Returning users generated more engaged sessions and stronger interaction metrics than new users. Brand familiarity increases both session duration and interaction rate.

Drop-off

Mobile funnel needs optimization

Mobile users drop off sharply at "View Item" (14.5% vs 25% web). A mobile-first landing page redesign could meaningfully increase conversion rate.

Opportunity

Cart abandonment gap

45K items added to cart but only 13K purchased — a 71% abandonment rate. Remarketing to cart abandoners within 7 days is the highest-leverage opportunity.

Integration

Google Ads + BigQuery next steps

Linking Google Ads to GA4 connects ad spend to real conversions. BigQuery export enables multi-session path analysis and custom attribution modeling.

Measurement workflow

Data source
Website / App

→

GA4 events
Conversion tracking

→

Insight
Funnel drop-off

→

Action
Page redesign

→

Outcome
+Conversion rate