GA4 201 Micro-Application: Explorations (Deeper Analysis)

1) GA4 Training Sub-modules Completion Evidence

2) Evidence Screenshots (Exploration)

Figure 2.1: Exploration setup (show steps/segments)

Figure 2.2 Exploration setup (show stepssegments).png

Figure 2.3 Exploration results (show drop-offs, paths, or overlap).png

3) Short Responses

3.1 What question were you trying to answer?

I wanted to understand where users drop off in the journey from their first visit to completing a purchase and whether device type influences conversion performance.

3.2 What did you find?

• Out of 42,001 users, only 1.1% completed a purchase, resulting in a 98.9% drop-off rate.
  
• The largest drop-off occurred between screen/page view and purchase.
  
• Mobile users accounted for 21,575 users, slightly more than desktop users (20,185 users).
  
• Despite strong traffic volume, overall purchase conversion remained very low.

3.3 What’s your next investigation step based on the results?

Next, I would break down the funnel by traffic source. I think it would be useful to look at direct vs. paid traffic to determine which acquisition channel is contributing most to the high drop-off before purchase.

3.4 What’s one action you would recommend for your CEP/client?

• Optimize the checkout experience to reduce friction between product viewing and purchase.
• Prioritize improvements to the mobile checkout experience, since mobile represents the largest share of traffic.