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Case Study

Web Traffic Audit: A Deep Dive into the Financial and Traffic Drop of The Google Merchandise Store During March 2019

Client:

Google

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Challenge:

Due to the COVID-19 pandemic, schools and businesses began closing or shifting to remote work in March 2020. This led to a decrease in economic activity, which posed a significant challenge for the Google Merchandise Store. The goal was to analyze the impact of these events on the store's web traffic and revenue.

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Approach:

To understand the full impact, we compared the store's web analytics data from March 2020 to the same period in the previous year, March 2019. This year-over-year analysis provided a clear picture of how the pandemic affected user behavior and sales.

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Results:

The comparison revealed a significant negative impact on the Google Merchandise Store in March 2020.

  • Users and Sessions: There were nearly 23% fewer users and 25% fewer sessions in March 2020 compared to March 2019. The number of new users also dropped by nearly 21%.

  • Revenue: Total revenue was down by nearly 25% from the previous year.

 

Key Metrics from March 2020:

  • Total Users: 42,299 users, with 39,171 of those being new users.

  • Total Sessions: 53,352 sessions.

  • Top Channel Group: Organic Search drove the most users (26,020, or 58.72%) and generated the most revenue ($2,056.29, or 52.91%).

  • Other Key Channels:

    • Direct: 6,871 users (15.51%).

    • Referral: 5,712 users (12.89%).

    • Social: 1,826 sessions (3.42%).

  • Top Page: The home page had the most views, with 45,179 pageviews.

  • Top Product: The Google Badge Heavyweight Pullover Black was the top-earning product, driving $348.00 in revenue.

  • Total Revenue: The total revenue for March 2020 was $3,886.44.

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