Report with visualizations and text covering key insights, trends, data points explaining Google Merchandise Store website activity that occurred during Jan'2016-June'2016.

1. Google Merchandise Store
Global Marketing Performance Report
• January 2016 – June 2016
Note: 49% of sessions were from United States. Next was Turkey with 4% sessions. The findings in this report are not country specific
All reports are based on 90% of data

2. Google Merchandise Store
Global Marketing Performance Report
• January 2016 – June 2016
Note: 49% of sessions were from United States. Next was Turkey with 4% sessions. The findings in this report are not country specific
All reports are based on 90% of data
Month Source / Medium Users Buy-to-Detail Rate Ecommerce Conversion Rate Transactions Average Order Value
January google / cpc 1,908 4.9% 2.9% 73 $67.6
February google / cpc 1,786 5.9% 3.1% 70 $83.6
March google / cpc 2,934 4.6% 2.5% 95 $47.7
April google / cpc 2,986 1.6% 1.5% 58 $78.6
May google / cpc 1,579 3.0% 2.3% 46 $67.1
June google / cpc 518 4.6% 2.8% 19 $45.4
January google / organic 20,174 2.3% 1.2% 275 $100.3
February google / organic 19,794 3.5% 1.5% 350 $99.2
March google / organic 22,077 3.3% 1.3% 352 $99.4
April google / organic 21,661 3.3% 1.4% 362 $84.6
May google / organic 23,338 3.4% 1.4% 380 $90.9
June google / organic 23,897 4.2% 1.3% 358 $98.2
January youtube.com / referral 12,586 0.1% 0.0% 3 $19.5
February youtube.com / referral 12,276 0.1% 0.0% 2 $34.4
March youtube.com / referral 30,109 0.1% <0.01% 2 $33.3
April youtube.com / referral 63,465 0.0% <0.01% 2 $62.1
May youtube.com / referral 55,710 0.1% <0.01% 3 $45.7
June youtube.com / referral 36,856 0.0% <0.01% 1 $28.9
March dfa / cpm 5,292 4.1% 0.2% 10 $259.7
Business Outcome by Month
Overview
* Check appendix (slide 13) for Q1
vs Q2 and other important reports
Trend
The time series shows lower conversions in second
quarter while visits increased for the same period
Highest traffic is from YouTube (40%) but the revenues
are too small
More than 40% of revenue was through Googleplex
referrals (not in slide)
Double click campaigns(dfa/cpm) were active only for
March

3. Google Merchandise Store
Global Marketing Performance Report
• January 2016 – June 2016
Note: 49% of sessions were from United States. Next was Turkey with 4% sessions. The findings in this report are not country specific
All reports are based on 90% of data
Traffic Source / Medium Users Bounce Rate
youtube.com / referral 44.8% 48.7% |||||||||||||
google / organic 27.4% 39.1% ||||||||||||||||||||||||||||||||||
(direct) / (none) 15.9% 57.7% |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
mall.googleplex.com / referral 2.5% 12.5% ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
google / cpc 2.4% 47.3% |||||
dfa / cpm 1.5% 78.6% ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
sites.google.com / referral 0.8% 16.2% |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
google.com / referral 0.5% 39.2% ||||||||||||||||||||||||||||||||||
baidu / organic 0.4% 69.4% ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
reddit.com / referral 0.4% 53.8% ||||||||||||||||||||||||||||||||||||||
Average 46.1%
Better/Worse than average Bounce Rate
Youtube.com /
referral
Google Online
Store (30.8%)
• Bounce Rate:
69.5%
YouTube(22.72%)
• Bounce Rate:
27.2%
Google / organic
Google Online
Store (13.7%)
• Bounce Rate:
41.7%
YouTube(5.7%)
• Bounce Rate:
32.2%
Direct/none
Google Online
Store (13.8%)
• Bounce Rate:
39.83%
Accessories(2.7%)
• Bounce Rate:
41.98%
Source/Medium ->
Page ->
Major Traffic Sources Drilldown
Insights
YouTube sent maximum traffic to Google Online Store
but the bounce rate was very high
Double click campaigns had very high bounce rate
(investigation in next slides )

4. Google Merchandise Store
Global Marketing Performance Report
Note: 49% of sessions were from United States. Next was Turkey with 4% sessions. The findings in this report are not country specific
All reports are based on 90% of data
Content and Acquisition Efficiency
Insights
The bubble chart is for top 5 viewed pages
Google Online Store and YouTube often acted as Home
Pages (Entrance)
YouTube referrals are not engaging (pages/session>10)
the visitors enough
[CELLRANGE]
49.91%
[CELLRANGE]
28.85%
[CELLRANGE]
45.62%
[CELLRANGE]
28.72%
[CELLRANGE]
76.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
20000 120000 220000 320000 420000 520000 620000 720000
BounceRate
Unique Pageviews
Content Efficiency
*Bubble Sizes are proportional to Entrance/ Page Views
Source/Medium Users Sessions %NewSessions EngagedUsers(Goal2ConversionRate) TotalEvents GoalConversionRate
youtube.com/referral 206139(44.8%) 219485(40.2%) 93.70% 1.65% 288772(16.8%) 2.40%
google/organic 126072(27.4%) 155195(28.5%) 77.75% 19.06% 523773(30.4%) 22.27%
(direct)/(none) 73010(15.9%) 95266(17.5%) 72.81% 10.67% 393175(22.8%) 14.84%
mall.googleplex.com/referral 11638(2.5%) 20909(3.8%) 43.66% 46.39% 244619(14.2%) 67.47%
google/cpc 11272(2.4%) 15099(2.8%) 65.94% 20.58% 64169(3.7%) 26.25%
dfa /cpm 6697(1.5%) 7813(1.4%) 81.19% 5.85% 9943(0.6%) 7.33%
sites.google.com/referral 3562(0.8%) 4779(0.9%) 61.04% 40.47% 40579(2.4%) 55.60%
google.com/referral 2161(0.5%) 2343(0.4%) 88.95% 10.97% 34527(2.0%) 14.17%
baidu/organic 1936(0.4%) 2012(0.4%) 94.98% 1.14% 2323(0.1%) 1.59%
reddit.com/referral 1930(0.4%) 2086(0.4%) 87.82% 12.99% 3149(0.2%) 15.15%
Total 460,495 545,427 81.20% 11.42% 1,721,802 14.74%

5. Note: 49% of sessions were from United States. Next was Turkey with 4% sessions. The findings in this report are not country specific
All reports are based on 90% of data
Content Efficiency-Deep Dive
Insights
Google Online Store had 35% of page views through
YouTube. 49% of that traffic qualified as Entrance traffic
69% of entrance traffic on Google Online Store through
YouTube bounced
Double click campaign sent its maximum traffic to “Fun”,
“Accessories” and “Wearables”
Difference in Bounce rate from YouTube suggests that
users prefer to land directly on YouTube brand page rather
than home page of google merchandise store
Recommendations
Ad targeting needs improvement to reduce bounce rate
and retain the user on website for longer duration
34.7%
5.8% 6.3%
48.53%
75.65%
80.75%
69.45%
93.13%
85.44%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Google Online Store
(source/medium:youtube.com / referral )
Fun (source/medium:dfa / cpm ) Accessories (source/medium:dfa / cpm )
Unique Pageviews % Entrances / Pageviews Bounce Rate
Page Source/Medium Sessions Entrances/Pageviews BounceRate
/home youtube.com/referral 103,740 93.01% 69.43%
/Google+Redesign/Brands/YouTube/home youtube.com/referral 103,396 89.08% 26.74%
/ youtube.com/referral 6,750 84.84% 73.81%
/Google+Redesign/Brands/YouTube/ youtube.com/referral 3,778 80.04% 41.56%
/Google+Redesign/Fun/home dfa/cpm 2,488 78.20% 93.13%
/Google+Redesign/Accessories/home dfa/cpm 2,313 81.20% 85.47%
/Google+Redesign/Wearables/home dfa/cpm 1,758 86.35% 90.44%

6. Search Traffic- Paid vs Organic
Insights
More than 60% of sessions for search happened through
paid traffic
Outcomes through Organic improved in June (see slide 1)
Many Paid keywords have high bounce rate (see table)
Direct keywords (e.g. google merchandise) are getting
more traffic through paid
Sessions Users Bounce Rate Pageviews Transactions Average Order Value Revenue
8016(34.8%) 7044(38%) 54.34% 31518(21%) 66(16%) $151 $9,942
15067(65.2%) 11559(62%) 47.22% 117250(79%) 358(84%) $66 $23,805
Keyword Segment Sessions Users Bounce Rate Pageviews Transactions Average Order Value Revenue
googlemerchandise Organic Traffic 207 107 39.61% 1527 4 75$ 300$
googlemerchandise Paid Traffic 1267 824 16.89% 18668 55 76$ 4,154$
googlemerchandisestore Organic Traffic 168 128 23.21% 1707 6 23$ 135$
googlemerchandisestore Paid Traffic 801 558 17.60% 11228 34 96$ 3,264$
product_type_l1==* Organic Traffic 0 0 0.00% 0 0 -$ -$
product_type_l1==* Paid Traffic 647 482 59.66% 3221 15 36$ 542$
product_type_l1==accessories Organic Traffic 0 0 0.00% 0 0 -$ -$
product_type_l1==accessories Paid Traffic 622 500 57.56% 3566 20 20$ 399$
product_type_l1==fun Organic Traffic 0 0 0.00% 0 0 -$ -$
product_type_l1==fun Paid Traffic 661 562 82.60% 1372 11 27$ 295$
product_type_l1==kids Organic Traffic 0 0 0.00% 0 0 -$ -$
product_type_l1==kids Paid Traffic 1606 1262 90.54% 2299 6 21$ 126$
product_type_l1==office&+category_l1==222 Organic Traffic 0 0 0.00% 0 0 -$ -$
product_type_l1==office&+category_l1==222 Paid Traffic 1745 1511 77.99% 3418 13 27$ 345$
0
100
200
300
1/1/2016 2/1/2016 3/1/2016 4/1/2016 5/1/2016 6/1/2016
Paid vs Organic Sessions
Organic Traffic Paid Traffic

7. Paid Search-Campaigns and KPIs
Insights
AW-Electronics campaign are doing good
The table gives the list of non performing search queries
(zero RPC as well as low CTR) and their Keyword
There are multiple queries which were not relevant to
merchandise store (e.g. Gmail sign in)
Recommendations
Optimize Landing pages and Ad Group based on search
query to improve bounce rate of paid keywords and search
traffic
Impressions: 113,929
(11.9%)
CTR: 4.99%
CPC: $0.18
RPC: $3.20
Impressions: 51,838
(5.4%)
CTR: 3.17%
CPC: $0.36
RPC: $0.80
Impressions: 51,115
(5.3%)
CTR: 2.50%
CPC: $0.44
RPC: $0.54
All Products
Impressions: 731,888
(76.3%)
CTR: 0.81%
CPC: $0.14
RPC: $0.47
AW-
Electronics
AW-Dynamic
Search Ads
whole site
AW-
Wearables
All Products
Campaign ->
KPIs ->
Search Query Keyword Campaign Impressions CTR CPC RPC
youtube product_type_l1==office&+category_l1==222 All Products 415,272 0.17% $0.08 $0.00
gmail product_type_l1==* All Products 26,151 0.10% $0.11 $0.00
lip balm product_type_l1==fun All Products 5,941 0.44% $0.05 $0.00
youtube merchandise youtube merchandise AW - Electronics 5,102 0.69% $0.42 $0.00
google store google store AW - Electronics 4,206 5.78% $0.14 $0.00
youtube jacket product_type_l1==wearables&+product_type_l2==men's outerwear All Products 3,732 1.07% $0.08 $0.00
computer mouse product_type_l1==office&+category_l1==222 All Products 3,625 0.74% $0.21 $0.00
you tube product_type_l1==office&+category_l1==222 All Products 3,233 0.15% $0.14 $0.00
wireless gaming mouse product_type_l1==office&+category_l1==222 All Products 3,219 3.51% $0.20 $0.00
youtube hoodie youtube hoodie AW - Wearables 2,755 3.38% $0.41 $0.00
melissa and doug train product_type_l1==kids All Products 2,252 22.56% $0.08 $0.00
android accessories android accessories AW - Electronics 2,248 0.18% $0.21 $0.00
bkr water bottle product_type_l1==accessories All Products 1,987 0.40% $0.20 $0.00
youtube shirts product_type_l1==kids All Products 1,769 3.34% $0.19 $0.00
google shirt google t shirt store AW - Electronics 1,754 3.53% $0.21 $0.00
chrome accessories +chrome +accessories AW - Electronics 1,413 0.28% $0.20 $0.00
google tshirt +google+tshirts AW - Wearables 1,406 4.98% $0.24 $0.00
google online store google merch AW - Dynamic Search Ads Whole Site 1,403 3.35% $0.38 $0.00
mousepad product_type_l1==office&+category_l1==222 All Products 1,327 0.90% $0.14 $0.00
google t shirt product_type_l1==* All Products 1,296 4.40% $0.20 $0.00
laptop mouse product_type_l1==office&+category_l1==222 All Products 1,285 0.78% $0.14 $0.00
gmail sign in product_type_l1==* All Products 1,216 0.08% $0.06 $0.00
youtube sweatshirt product_type_l1==* All Products 1,194 2.26% $0.12 $0.00
gaming mice product_type_l1==office&+category_l1==222 All Products 1,096 1.46% $0.19 $0.00

8. Internal Site Search
Insights
YouTube, Android and Stickers were most searched
internally on website
Recommendations
Frequent terms which are not a part of SEO keyword list
should be added

9. Cart to Detail Rate for most consumed content
Insights
Inside Brands: Gmail, Nest and Chrome have cart to
detail rate of less than 10%
Inside Accessories: Houseware and Lifestyle have cart to
detail rate of less than 10%
Inside Apparel: Men’s Outwear and Bike gear have cart to
detail rate of less than 10%
Chrome is one of most searched terms internally(previous
slide)
Inside Chrome: Products like Hoodie, T-shirts and
Notepad are not doing well
Recommendations
Page Design should be improved for non-selling products

10. Goal Overview
Insights
Organic traffic leads other sources for goal conversions
Conversion rate of Referral Traffic lags behind other
sources in engaging users and purchase complete
Goal 4 seems a recent addition to GA
Recommendations
Goal Values should be established to identify value
creating content
Adding an exit survey while the customer exits the
webpage could be an option to identify the abandonment
reasons
Goal DirectTraffic ReferralTraffic PaidTraffic OrganicTraffic
PurchaseCompleted 1127 2701 396 2017
EngagedUsers 10168 18674 3563 29923
Registrations 32 70 15 133
EnteredCheckout 7 8 1 15
Goal DirectTraffic ReferralTraffic PaidTraffic OrganicTraffic
Goal ConversionRate 14.84% 10.03% 19.80% 21.81%
Total AbandonmentRate 15.30% 9.35% 12.95% 15.97%

11. Event Overview
Insights
Visitors are viewing the promotions but very few clicking
on products and adding them to cart
Event Category Event Action TotalEvents Unique Events
EnhancedEcommerce PromotionSlider View 1247601 (72.5%) 113721 (36.1%)
EnhancedEcommerce ProductClick 243043 (14.1%) 80440 (25.6%)
EnhancedEcommerce AddtoCart 81474 (4.7%) 30712 (9.8%)
EnhancedEcommerce QuickviewClick 56351 (3.3%) 25932 (8.2%)
EnhancedEcommerce PromotionClick 56082 (3.3%) 38483 (12.2%)
Exited OutboundClick 28741 (1.7%) 20553 (6.5%)
EnhancedEcommerce RemovefromCart 8241 (0.5%) 4680 (1.5%)
ContactUs OnsiteClick 291 (0.0%) 259 (0.1%)
Total 1,721,824 314,780

12. Shopping Behavior- By Traffic Segments
Insights
76% of visits through referral do not see the product page
For paid traffic, 50% of visits show same behavior
Ratio of people adding something to cart after the product view is very less for all the traffic segments
Recommendations:Acquisition, Design and Merchandizing strategy needs optimization to bring relevant traffic and increase product views
Referral Traffic
Direct Traffic
Organic Traffic
Paid Search Traffic

13. Content Analysis Referral TrafficSite Performance
Q1 vs Q2 Comparison Audience Overview
Appendix – Important Dashboards for reference and deep dive