Merchandise Store Report

In today's dynamic digital landscape, understanding how customers discover and interact with
the brand is crucial for success. This report delves into the acquisition channels driving traffic to
the Google Merchandise Store, specifically focusing on the last 90 days from February 18, 2024
to May 17, 2024

Researching deeper by creating segments and examining user behavior based on device
category and focusing on mobile phone users. Additionally, filter results by language
preference, concentrating on those with English as their preferred setting.

This report serves as a valuable tool for understanding the customer journey. Through data-
driven insights, it is possible to identify strengths and weaknesses across acquisition channels,
allowing for informed decisions to optimize marketing strategies and campaigns and maximize
return on investment.
Analysis and Findings:

Total users New users

167.6K 151.3K
9.0% 12.9%

Total users Total users (previous year) New users New users (previous year)
40K 3K

2.5K

30K

2K

20K 1.5K

1K

10K

500

0 0
21 Apr 24 Apr 27 Apr 30 Apr 3 May 6 May 9 May 12 May 15 May 18 May 21 Apr 24 Apr 27 Apr 30 Apr 3 May 6 May 9 May 12 May 15 May 18 May

In total around 167.6K people visited the Google Merchandise Shop from 18th of February till 17th of May 2024. A peak can be
seen on the 25th of April 2024 where 35,591K people visited the online shop. The total number of new users was 151.3K. The
highest peak of new users was on the 30th of April where 2.742K new people visited the Google Merchandise Shop. Compared
to the same period last year the amount of total users visiting the shop was 9% up. The amount of new users was 12.9% up.
 Analysis and Findings:
First user primary ch… New users %Δ Engaged sess… %Δ Engageme… %Δ Key eve… %Δ Total reven… %Δ

1…Referral 1,882 -3.7% 1,694 -38.6% 70.5% -21.9% 2,848 -82.9% $1,178.96 -76.7%
2…Paid Search 378 -90.5% 151 -97.7% 35.87% -63.3% 127 -99.1% $0 -100.0%
3…Organic Video 13 -83.8% 5 -94.2% 33.33% -65.5% 0 -100.0% $0 -
4…Organic Social 748 -12.6% 638 -44.8% 75.77% -17.7% 703 -92.4% $151.19 -92.8%
5…Organic Shopping 118 7.3% 158 27.4% 87.29% -5.0% 415 -47.5% $3,029.94 7,201.1%
6…Organic Search 7,528 -55.6% 7,158 -69.7% 71.2% -20.2% 10,451 -92.4% $15,964.28 -38.7%
7…Email 220 947.6% 280 13.4% 87.5% 4.9% 580 -82.2% $857.77 -26.9%
8…Direct 39,394 131.8% 33,313 8.9% 43.13% -44.8% 43,816 -82.2% $94,488.83 -12.3%
9…Cross-network 0 -100.0% 2 -100.0% 50% -48.5% 2 -100.0% $0 -100.0%

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From 18th of February 2024 to 17th of May 2024 39,074 new users came from Direct. Following by Organic Search with 7,460 new users. Compared to the same
period the year before Direct was 130% up. A big increase of new users can be seen by Email with 947.6% up compared to last year.

The highest number of engaged sessions (32,410) was also coming from Direct. Looking at the same period last year it is significant that the number of engaged
sessions of Organic Search was down -70% and Paid Search was down -97.7% as well.

The highest engagement rate had people coming from Organic Shopping (87.08%) which generated also the third highest revenue ($3,029.94). The second
highest engagement rate had people coming from Organic Search (75.54%). Compared to the last year the engagement rate in every first user primary channel
group was down expect Email which was up with 4.9%.

The most conversion (key events) did people coming from Direct (43,297), followed by Organic Search (10,303). Remarkable is, that conversions in nearly all first
user primary channel groups were down by over 80% compared to the same period last year.

The highest revenue generated Direct ($94,331.74) followed by Organic Search ($15,802.97). Compared to the same period one year last year the revenue for
Organic Shopping was up by 7,201.1%.
Analysis and Findings:
Segment: Device category: Mobile
Often mobile users have distinct browsing patterns compared to desktop users. Analyzing them as a segment reveals how they interact with the
website. With this understanding, it is possible to optimize the user experience for mobile devices (e.g., faster loading times, larger buttons, clear
calls to action). Mobile users might prefer shorter videos, bite-sized information, or content optimized for smaller screens. Segmenting by
device can show how they consume content. This helps tailor content formats and product recommendations to resonate better with them.

Looking at the segment: Device Category - Mobile it can be seen that nearly 50% of new users come from mobile devices. Only 7.54% of the whole revenue
generated form 18th of February to 17th of May comes from mobile devices. The average engagement time of mobile users is down by 40.25%. 34.19% of the
total users coming from mobile phones had an engaged session.

Looking directly at the first user primary channel groups it can be seen that Direct has the most new users coming from mobile (48,798). It is outstanding that
referral has the highest engagement rate of people visiting the web shop via mobile phone (79.88%). Moreover, referral has the highest engaged sessions per
user (0.92) and the highest engagement time (55s) compared to the other channel groups. The most key events from mobile phone users had Direct (462,658). It
can be seen that the revenue of mobile users from Direct ($11,810.07) compared to the revenue of all users coming from Direct ($190,836.14) is significant low.
That applies also for the difference between all users ($37,388.07) and mobile users ($2,381.58) coming from Organic Search.
Analysis and Findings:
Segment: Language: English
By segmenting by language, particularly English this allows to optimize the website content, marketing strategies, and overall user experience for a
more successful global reach. Users within a specific country might speak multiple languages. Segmenting by language reveals the preferred
language of users in each country. This can indicate their cultural background, interests, and potentially the content they prefer to
consume. Analyzing English users specifically can be insightful if English isn't the dominant language in a particular country.

Looking at the segment: Language - English it can be seen that 84.18% of new users use English as their main browser language. 98.42% of the whole
revenue form 18th of February to 17th of May is generated by people using English as their primary browser language. The average engagement time of English
users is up by 2.63%. 84.23% of the total English speaking users had an engaged session.

Looking directly at the first user primary channel groups it can be seen that Direct had the most new users using English as their main browser language
(98,559). It can be seen that referral had the highest engagement rate of English speaking people visiting the web shop (78.29%). People coming from Organic
Search and speaking English had the highest engaged sessions per user (0.97). The highest average engagement time (54s) had English speaking users coming
from referral. The most key events generated English speaking users coming from Direct (92,611.00). It can be seen that the difference of the revenue of English
speaking users from Direct ($187,314.05) compared to the revenue of all users coming from Direct ($190.836.14) is minimal. The same applies for the
difference between all users ($37,388.07) and English speaking users ($37,202.67) coming from Organic Search.
Conclusion: Mobile Users Total users

desktop
Mobile User Acquisition:
mobile
Positive: Nearly half (50%) of new users come from mobile devices, indicating a
strong mobile user base. tablet

smart tv
Challenge: Despite a high volume of mobile users, they only contribute 7.54% of
total revenue. This suggests a significant conversion gap between mobile and other 0 10K 20K 30K 40K 50K 60K
platforms.

Mobile User Engagement:

Recommendations:
Negative: Average engagement time on mobile is down 40.25%. This indicates
mobile users might be finding it difficult to navigate the website or find the Optimize mobile website: Improve website
products they're interested in. navigation, product discoverability, and checkout
flow specifically for mobile users.
Positive: 34.19% of mobile users still have engaged sessions, suggesting there's
potential for improvement. Analyze mobile user behavior: Understand why
mobile users are dropping off before purchase
Mobile Channel Performance: and address pain points.
Targeted mobile marketing: Consider targeted
Direct Search remains the top source of new mobile users, highlighting brand marketing campaigns specifically for mobile users
awareness among mobile users. to promote special offers or highlight products
Referral channels boast the highest engagement rate, engaged sessions per user, popular among mobile shoppers.
and engagement time on mobile. This suggests effective word-of-mouth marketing
on mobile platforms.

Overall:

Mobile users represent a significant portion of the Google Merchandise Store's

customer base, but their conversion to paying customers is lacking. While brand
awareness seems strong on mobile (indicated by high Direct Search volume), the
user experience or checkout process might be hindering conversions.
Conclusion: Language English
(other)
English
Market Dominance: Chinese
Spanish
45.8%
Overwhelming Majority: A significant 84.18% of new users and a near-perfect Japanese
Korean
98.42% of revenue come from users with English as their preferred language.
Portuguese
This indicates a strong focus on the English market and its effectiveness in 45.5%
Persian
driving sales. French
Others
High Engagement:

Strong Engagement: An impressive 84.23% of English users have engaged

sessions, highlighting their overall interest and website interaction.

Channel Performance:
Recommendations:
Similar to the overall trend, Direct Search remains the top source of new
English users, reflecting brand awareness among this demographic. Users Maintain Focus: Continue to publish content and
coming from Organic Search and speaking English have the highest engaged marketing efforts towards the English-speaking audience
sessions per user. This indicates targeted organic search efforts might be while considering potential expansion into other
attracting high-quality English users who actively browse the website. languages.

Revenue and Direct Search: Refine Organic Search: Analyze keywords and optimize
content to further improve the quality of organic traffic
The revenue difference between all users and English users for both Direct from English searches.
Search and Organic Search is minimal. This suggests English users acquired
through these channels are converting at similar rates to the overall user Leverage Referrals: Explore ways to encourage successful
base. referral strategies among English-speaking users.

Overall:

English-speaking users are the dominant force behind the Google

Merchandise Store's success. They exhibit high engagement and contribute
significantly to overall revenue.
Dictionary:

New Users: People visiting the website for the first time during the analyzed period.

Engaged Sessions: A session that lasts longer than 10 seconds, has a key events, or has at least 2 pageviews or screenviews.

Engagement Rate: The percentage of engaged sessions on your website or mobile app.

Conversions: A key event is an event that measures an action that's particularly important to the success of your business.

Total revenue: Shows the total amount of revenue generated from e-commerce purchases, in-app purchases, subscriptions, and
advertisements, minus any refunds given.

Average Engagement Time: Shows the average time that your website was in focus in a user's browser or a mobile app was in the foreground
on a user's device. The total length of time your website was in focus or your app was in the foreground across all sessions devided by the total
number of active users.

Engaged Sessions per User: Engaged sessions per user shows the number of sessions that were engaged per user. The number of sessions
that lasted 10 seconds or longer, or had 1 or more key events or 2 or more page or screen views devided by the total number of users.