Introduction

As the digital marketing Web analytics specialist for ETRG, a diverse e-commerce platform offering products ranging from kitchen essentials to bedding, I worked to refine its marketing strategy by analyzing data from Google Analytics 4 (GA4). My goal was to identify which channels drove the most purchases and revenue over a 28-day period and provide actionable insights for future optimization.

Objective

To evaluate the performance of Google Ads (CPC), Google Organic Search, Instagram (IG), and Facebook in driving purchases, and to optimize ETRG’s marketing strategy based on the findings.

Data Collection and Analysis

Using GA4, I analyzed the following key metrics for each traffic source:

• Purchases: Total transactions attributed to the channel.

• Revenue: Total sales revenue generated by the channel.

• Conversion Rate: Percentage of users who completed a purchase.

• Cost per Acquisition (CPA): Cost incurred per purchase (for paid channels).

• Engagement Metrics: Average session duration and pages per session.

Findings

1. Google Ads (CPC)

• Purchases: 1,200

• Revenue: $36,000

• Conversion Rate: 5.5%

• CPA: $8.50

Insights:
Google Ads emerged as the most effective paid channel with a high conversion rate and a competitive CPA. Performance peaked during promotional campaigns, highlighting the impact of seasonal targeting.

2. Google Organic Search

• Purchases: 900

• Revenue: $27,000

• Conversion Rate: 4.7%

• CPA: N/A

Insights:
Organic search was a significant contributor to purchases, driven by robust SEO efforts. Visitors from organic search showed high engagement, with an average session duration of 3 minutes.

3. Instagram (IG)

• Purchases: 700

• Revenue: $21,000

• Conversion Rate: 3.8%

• CPA: $11.20

Insights:
Instagram effectively reached younger audiences and performed well for visually appealing products like home decor. However, the high CPA suggests a need for refining ad targeting and creative strategies.

4. Facebook

• Purchases: 800

• Revenue: $24,000

• Conversion Rate: 4.2%

• CPA: $10.50

Insights:
Facebook excelled in retargeting campaigns, converting a broad demographic effectively. This channel demonstrated strong ROI, particularly for nurturing potential buyers.

Overall Performance Comparison

Key Insights

1. Google Ads (CPC) consistently drove the highest number of purchases and revenue at a competitive CPA.

2. Google Organic Search highlighted the long-term value of SEO for cost-effective traffic generation.

3. Instagram proved effective for visually-driven product categories but requires optimization in targeting.

4. Facebook excelled in retargeting, making it critical for re-engagement strategies.

Recommendations

1. Scale Google Ads Campaigns: Increase investment in high-performing campaigns and explore new keywords and audience segments.

2. Enhance SEO Strategy: Focus on high-intent keywords and publish content that addresses customer needs and interests.

3. Optimize Social Media Ads:

   • Instagram: Refine audience targeting and test new creatives to reduce CPA.

   • Facebook: Expand retargeting campaigns and use dynamic ads to personalize offers.

4. Conduct A/B Testing: Experiment with creatives, ad copy, and offers to identify what resonates most with the audience.

Conclusion

Through data-driven insights, I helped ETRG strategically allocate marketing resources. Google Ads and Organic Search stood out as top-performing channels, while Instagram and Facebook demonstrated potential in audience engagement and retargeting. These insights will guide ETRG’s efforts to maximize ROI and drive sustained growth.