Optimizing
Digital Strategies
Using Data
Hello, my name is Edith Marzan, and I work remotely as a Google Analytics Consultant. With over ten years in e-commerce, I focus on optimizing digital strategies using data.I empower businesses like yours with actionable insights, derived from systematic tracking and comprehensive reporting.
How I can help you
Leveraging Google Analytics 4 (GA4), Google Tag Manager (GTM), and Looker Studio, I ensure robust web analytics data collection and insightful reporting that drive informed decision-making and continuous improvement.I offer end-to-end support, from initial GA4 setup and configuration to ongoing analysis and optimization.
Audit and Strategy
Through a detailed audit of your current GA4 setup, I’ll identify key areas for improvement and provide strategic recommendations aligned with your business objectives, ensuring optimized data collection.
Implementation
I'll guide you through the intricacies of data collection by providing expert assistance on GA4 tool setup and configuration. Together, we'll capture the right data points that support your business goals effectively.
Campaign Tracking
I will help you implement a structured approach to your marketing campaign tracking, enhancing your performance analysis with an effective UTM tracking structure and custom channel grouping in GA4.
Custom Reports
I can customize or create reports in the GA4 Report Library focusing on the insights that matter most to your business. Additionally, I can develop more advanced and granular reports in GA4 Explorations for deeper insights.
Management
Success isn’t achieved through one-time efforts. Outsource your GA4 management for an ongoing journey of optimization and refinement. I’ll ensure your analytics strategy remains reliable, relevant, and effective.
Reporting and Analysis
I specialize in transforming complex data into clear, digestible reports. With periodic reporting, you’ll have a continuous stream of actionable insights that empower informed decisions and drive tangible results.
Work with me
To ensure a targeted, efficient, and results-oriented experience, I follow a structured process that keeps your business needs at the forefront:
Client Needs
To ensure we align on expectations and tailor the services to your needs, we conduct a discovery process to assess your existing GA4 setup, if applicable, and identify any pain points you may be experiencing. We will also discuss how you intend to use GA4, the user interactions you want to track, and any additional requirements you may have.
Outline Services
Based on the initial assessment, I will outline and recommend the services that best suit your needs. At this stage, our primary goal is to ensure we mutually understand the scope of work and service arrangement.
Roadmap
With your needs and tailored services defined, we will strategically address each task. At this stage, I will gather access to relevant tools and documentation while outlining the items to be implemented. Additionally, I will create comprehensive documentation of the completed tasks to ensure clarity and transparency throughout the project.
Execution
Finally, we will put our strategic plan into action. At this stage, we will execute each task, adjust as needed, monitor progress, and implement corrective actions. Additionally, we will update the documentation to reflect any changes made during the process.
Once all tasks have been completed, we will conduct a final implementation review. Following the review, I will hand over all relevant documentation to your team to support ongoing management and optimization.
About me
Throughout my career, I've worked in both startup ventures and established corporations, both as a full-time employee and consultant. My e-commerce journey began in 2013, during which I've assumed various roles ranging from management positions to independent contributor roles.In 2019, I ventured into freelancing. Operating remotely, I work with companies where I can contribute to high-value projects. I'm open to short-term engagements or long-term partnerships as a part-time consultant or independent contractor.To learn more about my professional background, visit my LinkedIn profile or download my resume.
FAQ
What is GA4?
Google Analytics 4 (GA4) is the latest version of Google Analytics, replacing Universal Analytics. GA4 is a powerful web analytics tool designed to track user interactions across both websites and mobile apps. This allows businesses to gather valuable insights into customer touchpoints and behaviors.
How can GA4 help my business?
GA4 can help you evaluate the performance of your marketing campaigns, content, and landing pages. It can help you identify areas for improvement, refine strategies, and drive overall improvements to your website and user experience.
Who uses GA4 data?
GA4 caters to a wide range of roles within an organization, including product managers, marketers, senior executives, and strategy analysts. Product managers use GA4 to evaluate the success of product launches and track new feature adoption. Marketers rely on it to assess the impact of their campaigns, while senior executives use it to gauge the overall performance of their websites or apps. Additionally, strategy analysts utilize GA4 to gather valuable insights, supporting the optimization of digital strategies.
In what ways can a GA4 consultant help my business?
Setting up, navigating, and interpreting GA4 can be challenging. A GA4 consultant can help you make the most of its powerful features. With their expertise, you can ensure that your analytics setup is tailored to your business needs and that the data you collect is relevant and actionable.
What insights can a GA4 consultant help reveal from GA4 data?
A GA4 consultant can reveal valuable insights into key metrics, including sessions, engagement, and conversion rates, as well as traffic sources, user interactions, encountered errors, the shopping funnel, and other attributes. See sample reports here.
I need help with a project. How can I reach out?
For inquiries or assistance with a project, feel free to reach out by sending an email to hello@edithmarzan.com or by submitting a contact form.
Let's talk
What do you need help with? Feel free to reach out by sending an email to hello@edithmarzan.com or by submitting a contact form.
Thank you!
Thank you for reaching out. Your message is on its way. I'll get back to you as soon as possible.
Sample reports
Below are some reports to show sample insights we can uncover from your web analytics data. It's important to note that the numbers presented in these reports are not specific to any businesses I have worked with. They only serve as illustrative examples to showcase the potential insights we can derive from your data.
Overview Metrics
This report presents key metrics such as sessions, engaged sessions, engagement rate, session key event rate, purchases, purchase rate, purchase revenue, and average purchase revenue. It offers a concise overview of both user behavior and business performance.
Sessions represent overall site traffic and serve as the foundation for understanding how users interact with the website.
Engaged Sessions refer to the number of sessions in which users interacted with website content, instead of leaving quickly.
Engagement Rate is the percentage of sessions considered as engaged.
Session Key Event Rate is the percentage of sessions where key actions occur, such as adding items to the cart or completing a form.
Purchases indicate the total number of completed transactions or sales.
Purchase Rate is the percentage of sessions that resulted in a purchase, also known as the e-commerce conversion rate.
Purchase Revenue reflects the total revenue generated from purchase events.
Average Purchase Revenue indicates the average revenue generated per order.
Some Use Cases
Provides an easy-to-understand snapshot of key performance indicators (KPIs).
Quickly assess the website’s overall performance and spot areas that need attention without diving into granular data.
Daily Traffic by Channel Group
The area chart visually represents the daily traffic, segmented by different channel groups (e.g., Direct, Email, Organic Search). The X-axis shows time, and the Y-axis indicates the number of sessions. Each channel group is color-coded, and the area under each curve reflects the proportion of traffic coming from that group on a given day. The stacked areas allow a quick overview of the traffic trends and how different channel groups contribute to the total traffic.
Channel Group Contribution to Traffic and Revenue
Below the area chart is a table that shows the percentage share in sessions, purchases, and purchase revenue by channel group, along with purchase rate and average purchase revenue.The Session Channel Group column lists all the channel groups contributing to traffic, such as Direct, Organic Search, Paid Social, etc.
Sessions show the percentage of total sessions (visits) to the website generated by each channel. For example: Organic Search accounts for 33% of the sessions.
Purchases show the percentage of total purchases attributed to each channel.
Purchase Rate is the percentage of sessions that led to a purchase, also called the e-commerce conversion rate. It’s a key performance indicator (KPI) that shows the effectiveness of each channel in turning visitors into customers.
Purchase Revenue shows the share of the total purchase revenue generated by each channel. It’s an indicator of how much revenue each channel brings in.
Average Purchase Revenue shows the average revenue generated per order from each channel.
Some Use Cases
The area chart provides a quick overview of trends and helps identify traffic spikes, that may be correlated with specific campaigns.
The table enables businesses to evaluate the performance of their marketing channels in terms of traffic generation and revenue contribution, helping them make data-driven decisions on resource allocation and strategy adjustments for maximum impact.
Lead Acquisition
This report shows the number of leads generated and calculates the lead conversion rate by comparing leads to total website visitors. It also incorporates marketing spend data to show the lead acquisition cost.The form interaction section visually represents user journey as they engage with the lead generation form on the website. This funnel includes key stages: form views, interaction, submission, and completion.The section on leads captured illustrates the leads that have been collected for processing. Within this category, the report details the ongoing status of these leads, divided into three segments: qualified leads, unqualified leads, and pending leads.Additionally, this section includes the lead capture rate, which represents the percentage of leads captured compared to the total leads generated.Furthermore, qualified leads are tracked based on their status within the funnel, which includes the stages of qualified, contacted, closing, and converted.Lastly, the report highlights the converted leads. The lead conversion rate is calculated as the ratio of converted leads to qualified leads.
Some Use Cases
Analyze which marketing channels or campaigns are generating the most leads and identify trends over time. Allocate resources based on the ROI of different marketing efforts.
Optimize conversions by identifying bottlenecks in the lead funnel and creating targeted campaigns based on the status of leads within the funnel.
Checkout Page Errors
This report highlights errors encountered on the checkout page, providing insights into user experience and potential issues that may impact conversions.
29,452 users encountered a store voucher error, reflecting a 15% increase compared to the last period. Of these users, 84% ultimately became purchasers.
46,223 users encountered a shipping voucher error, reflecting a 4% decrease compared to the last period. Of these users, 53% ultimately became purchasers.
19,452 users encountered a payment error, reflecting a 10% increase compared to the last period. Of these users, 81% ultimately became purchasers.
The shipping voucher error, although encountering slightly fewer users (-4%), has the lowest conversion rate at 53%. This could indicate that users who experience this error may be less likely to proceed with their purchase.
Some Use Cases
Identify and resolve specific checkout issues, understanding which issues impact sales the most.
Monitor error trends over time and assess the effectiveness of fixes.
Reducing checkout pain points, improving customer experience, and ultimately increasing revenue.
Sessions with Key Events
This funnel report tracks user behavior through the various stages of the e-commerce shopping process. During the reporting period, the total sessions was 794,572. The comparison metric indicates that this number has decreased by 18% from the previous period.
Sessions with Add to Cart refers to the sessions in which users added at least one item to their shopping cart, accounting for 6.1% of the total sessions. The comparison metric shows that this percentage has increased by 0.3 percentage points from the previous period.
Sessions with Begin Checkout refers to the number of sessions wherein users initiated the checkout process, accounting for 3.7% of the total sessions. The comparison metric shows that this percentage has increased by 0.2 percentage points from the previous period.
Sessions with Purchase refers to the sessions that resulted in a completed purchase, accounting for 1.3% of the total sessions. The comparison metric shows that this percentage has increased by 0.3 percentage points from the previous period.
Conversion Percentages
The report also includes Conversion Percentages for two critical steps in the shopping process: Cart to Checkout and Checkout to Purchase. These percentages provide valuable insights into the effectiveness of the conversion process at each stage and help identify potential areas for improvement.
Some Use Cases
Businesses can identify bottlenecks or stages where users drop off, allowing them to make data-driven decisions to enhance the user experience.
Optimize marketing strategies to improve user engagement at each stage of the funnel.
Gain deeper insights into user behavior, which can help drive higher conversion rates and increase overall revenue.
Device Category
Metrics can be divided into dimensions, such as device category allowing a segmented view of user interactions.Segmenting data into categories enhances understanding of how various segments contribute to traffic, engagement, or revenue. It helps pinpoint areas where performance may be lacking and issues that may not be apparent in aggregate data.Here are some sample dimensions that are particularly important across different contexts:
Device Category helps understand how users interact with the website based on their device, guiding optimization efforts for various platforms.
Traffic Source identifies where visitors come from (e.g., Organic Search, Direct Traffic, Social Media), allowing businesses to assess the effectiveness of different marketing channels and allocate resources accordingly.
Landing Page refers to the specific URLs or pages where users first enter the site, helping identify which pages attract traffic and how well they perform in terms of engagement and conversions.
Time of Day analyzes user behavior based on timing, informing marketing strategies and content release schedules for optimal engagement.
Content Type helps determine which types of content drive the most engagement and conversions, guiding content strategy.
Some Use Cases
Identifying high-performing content categories.
Comparing sessions and conversion rates across different device categories (desktop, mobile, tablet).
Identifying peak shopping times, allowing better scheduling of promotions and marketing efforts.
Let's talk
What do you need help with? Feel free to reach out by sending an email to hello@edithmarzan.com or by submitting a contact form.
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