Exploring Google Analytics 4: Unveiling Insights through Data Analysis
Location
Poster #20
Department
Computer Science
Abstract
In today's digital world, an online presence is essential for any organization seeking to grow and make an impact. Without a website, social media, and search engine visibility, it's as if you don't exist. This project explores how organizations can leverage data to optimize their online presence and unlock growth. It utilizes Google Analytics 4 (GA4) and Looker Studio to evaluate two nonprofit websites. In this project, we are harnessing the power of data and turning the insights into action to unlock the power of online presence. Based on the suggested KPIs, the analysis tracked the metrics that mattered most for this particular organization: web performance, marketing effectiveness, program success - all measured with GA4, and others such as community impact and fundraising. Using Google Analytics 4, we examined the complete user journey from acquisition to behavior to conversions. Our utilization of GA4 included identifying the sources propelling traffic and engagement, evaluating search engine optimization through comprehensive keyword research and site speed audits, and measuring social media reach and engagement. This exploration not only allowed us to delve into challenges and questions but also provided a deeper understanding of end-user behavior. Some of the questions addressed were: Why were bounce rates notably high on key pages? How could we enhance newsletter signups and encourage more donations? Ultimately, the analysis sought to determine if we attracted high-quality traffic that translated into meaningful conversions. Analysis constituted just the preliminary stage, succeeded by the establishment of a tailored, in-depth, and clearer perspective, accessible in real-time through the generated dashboard. Looker Studio played a pivotal role during this phase, streamlining the creation of visual representations that enhanced the understanding of insights derived from our past data analysis. The next step would be to formulate an implementation plan based on the insights uncovered in our project. The issues and challenges brought to light will be systematically addressed, enabling the organization to construct a strategic implementation plan aimed at improving web performance, optimizing marketing strategies, and fortifying overall program success.
Faculty Sponsor
Cristina Haidau
Exploring Google Analytics 4: Unveiling Insights through Data Analysis
Poster #20
In today's digital world, an online presence is essential for any organization seeking to grow and make an impact. Without a website, social media, and search engine visibility, it's as if you don't exist. This project explores how organizations can leverage data to optimize their online presence and unlock growth. It utilizes Google Analytics 4 (GA4) and Looker Studio to evaluate two nonprofit websites. In this project, we are harnessing the power of data and turning the insights into action to unlock the power of online presence. Based on the suggested KPIs, the analysis tracked the metrics that mattered most for this particular organization: web performance, marketing effectiveness, program success - all measured with GA4, and others such as community impact and fundraising. Using Google Analytics 4, we examined the complete user journey from acquisition to behavior to conversions. Our utilization of GA4 included identifying the sources propelling traffic and engagement, evaluating search engine optimization through comprehensive keyword research and site speed audits, and measuring social media reach and engagement. This exploration not only allowed us to delve into challenges and questions but also provided a deeper understanding of end-user behavior. Some of the questions addressed were: Why were bounce rates notably high on key pages? How could we enhance newsletter signups and encourage more donations? Ultimately, the analysis sought to determine if we attracted high-quality traffic that translated into meaningful conversions. Analysis constituted just the preliminary stage, succeeded by the establishment of a tailored, in-depth, and clearer perspective, accessible in real-time through the generated dashboard. Looker Studio played a pivotal role during this phase, streamlining the creation of visual representations that enhanced the understanding of insights derived from our past data analysis. The next step would be to formulate an implementation plan based on the insights uncovered in our project. The issues and challenges brought to light will be systematically addressed, enabling the organization to construct a strategic implementation plan aimed at improving web performance, optimizing marketing strategies, and fortifying overall program success.