Here is the report of a google analysis that I've done last year for a client. The most interesting results deal with the increasing use of the Internet from mobile devices, which can actually increase the number of sessions. Social networks engagement, indeed, proves to have the potential of becoming an important referral, specially for ecommerce websites.

1. Julia Zanoletti | Report 2014
Julia Zanoletti
Google Analytics Report
2014

2. Julia Zanoletti | Report 2014
Introduction
In November 2014 I made a Google
Analytics Report for one of the clients of
the web agency I’m working for.
The client has an ecommerce that is
taking off and he wanted to have a full
outlook on his online presence.
He wanted to know who were his online
customers and visitors and wether the
Adwords campaigns he had paid to
launch a product had been successful or
not.
The client was also eager to understand
if the newsletters he had sent within a
year had increased the sales.
Eventually, he asked to have a general
idea of his social engagement on the
social networks.
I therefore made a SEO, Adwords and
social networks analysis, along with a
Newsletter checkup.
2

3. Remarketing/content
targeting
Jordan scarpe
Nike jordan
Scarpe jordan
Nike air jordan
Cappelli new era
New era cap
SEO ANALYSIS
Paid Search product keywords and New Visitors
3

4. 0
5
10
15
20
25
30
35
Rimbalzo
Pagina/Sessione
Paid Search Keywords
“Felpe Stussy” seems to be the paid keyword with the best performance. It’s got a very low bounce
rate and one of the highest percentages of page/visits.
Julia Zanoletti | Report 2014 4

5. 0
20
40
60
80
100
120
140
Sessioni
Organic Search Keywords
Most of the organic search keywords reach the same number of sessions.
“Pump omni lite cord”, “Felpa College” and “Nike Jordan” have reached a higher percentage and
are those with the best performance.
Julia Zanoletti | Report 2014 5

6. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Sessioni
Nuovi utenti
Rimbalzo
Pag/sessione
Organic Keywords related to the brand
With the highest percentage of new users, the name of the client is the best performing organic
keyword. This means that the brand is well known among its longtime customers.
Julia Zanoletti | Report 2014 6

7. New Users
Italia
Stati Uniti
Francia
Germania
Regno Unito
Spagna
Polonia
Geographical Outlook – New Users and Nationality
The data relating to the nationality of the users and the bounce rate show the same outcome: Italy is the first
country to which the users belong, and it’s got also the lowest bounce rate.
Julia Zanoletti | Report 2014 7
0 20 40 60 80
Italia
Francia
Regno Unito
Polonia
Sud Corea
Bounce Rate
Freq. Rimbalzo

8. New Users and Device
New Users
desktop
mobile
tablet
Bounce Rate
desktop
mobile
tablet
Desktop is still the best device to
attract new users.
At the same time, mobile devices such
as smartphones, tablets and iPads
create – as predictable – a higher
percentage of bounce rate.
Julia Zanoletti | Report 2014 8

9. Sessions and OS
0 10000 20000 30000 40000 50000 60000 70000 80000
Apple (iPhone)
Apple (iPad)
Android (Samsung Galaxy3)
Android (Samsung Galaxy4)
Android (Samsung GalaxyMini)
Android (Samsung Galaxy 2
Android (Samsung Galaxy 2 Plus)
Android (Samsung Galaxy S5)
Android (Galaxy note 2)
Sessioni
The Apple mobile devices and their iOS have created the highest number of sessions.
It seems that the use of the Internet on mobile devices is linked to a higher percentage of sessions.
Julia Zanoletti | Report 2014 9

10. New Users and Source
Google/organic
Direct /
Google cpc
Facebook/referral
M-facebook/referral
l.facebook/referral
Awwards.com/referral
Us2/campaign.archive2.com/refe
rral
The sources that have yielded the greatest number of new users are the Organic Search on
Google, then the Direct Search and the Adwords Campaigns.
Julia Zanoletti | Report 2014 10

11. Referrals – New Users and Bounce Rate
0
5000
10000
15000
20000
25000
Nuovi utenti
Freq. rimbalzo
In this graphic, it’s clear that the Facebook campaigns reached their purpose: driving traffic to the
client’s website.
Julia Zanoletti | Report 2014 11

12. Adwords Conversions – Ad Groups
Effort/Converted Clicks
scarpe nike jordan
remarketing (banner)
jordan retro
new era cappelli
new era caps
jordan
new era caps #2
abbigliamento obey
cappellini new era
new
Looking at the effort (cost) needed to get a number of converted clicks, seems that “Scarpe
nike jordan”, “New era cappelli” and the Remarketing banner campaign have worked very well,
providing the highest number of converted clicks if compared to their cost.
Julia Zanoletti | Report 2014 12

13. Adwords Conversions - Ads
0 5 10 15 20 25
A mezz’aria tra la terra e il…
A mezz’aria tra la terra e il…
Scegli il più adatto a te. Acquista…
…Attento all’evoluzione dello…
il meglio dello streetwear online.…
il meglio dello streetwear online.…
scegli la più adatta a te. Acquista… costo per
utente
pagante
conversioni
0
5
10
15
20
25
Conversions
Looking at the
Adwords Ads
performance, the
best ad seems to be
“Scegli la più adatta
a te. Acquista subito
online!”.
Julia Zanoletti | Report 2014
It’s got indeed the
lowest cost for
paying customer if
compared to the
number of
convertions gained.
13

14. Adwords Convertions - Keywords
new era shop online
cappelli new era
nike jordan
jordan store
nike jordan shop
scarpe nike jordan
Looking at the keywords used for the Adwords Campaign, seems that “Nike Jordan”, “Jordan Store” and “Scarpe Nike
Jordan” have yielded the highest number of convertions.
This is an excellent outcome, since the Adwords campaign was mainly focused on the Jordan shoes line.
Julia Zanoletti | Report 2014 14

15. Newsletter Analysis - Outlook
0
5
10
15
20
25
30
35
Jordan11blackgammablue
Hufxtrashermag
Vancespring2014
Nuoviarrivijordan/jasonmarkk
Nuoviarrivinikesportswear
jordan2014
Adidas+neweramba
Nuoviarrivivans
Ewinathleticsalegendisreborn
Stussyspring2014
Alifenycspring2014
Nikesafarimarzo2014
Nikehuaracheaprile2014
Adidaszxflux
Airhuarachemaggio2014
Palaceskateboarding
Newera9.50snapbacknfldraft…
Cayler&sonssummer2014
Moveshopstreetteamsoccerjersey
Nuoviarrivigiugno2014
Airtechchallengehybridqs
Neweraspikeleecollection
Jordanfutureblackreflective
Jordan6sportblue
Stussynuoviarriviagosto2014
Neweracocacolapack
Moveshopcambiolocation
NeweraNFL
Palaceskateboardingautunno2014
Stagioneautunno2014
Stussymilano
41913
Sneakerboots
Neweraarriviottobre2014
Nikeflykitlunar
JordanNovembre2014
% apertura % clic
Julia Zanoletti | Report 2014 15

16. The previous graphic is an outlook on the newsletter campaigns carried out over a year time.
The click rate isn’t high, which means that although the customers may have opened the emails, they however
haven’t been persuaded to go to the landing page sponsored.
Here is a more specific graphic related to the newsletters that have reached the higher percentage of clicks.
0
1
2
3
4
5
6
Presaldi
Autunno
Inverno
2013
Gormet
Spring
Jordan 3
Sport Blue
Hot Sale Jordan
Novembre
2014
% clicks
From this graphic we can easier understand which newsletters performed better. For instance, “Jordan 3 Sport Blue”, “Gourmet Spring”
and “Presaldi Autunno 20013” yielded the highest percentage of clicks. We can also infer that in 2013, midseason has been the best
time to increase the online marketing, as well as to push sales.
Julia Zanoletti | Report 2014 16

17. Facebook Paid Campaign – Ads Convertions
0
2000
4000
6000
8000
10000
12000
14000
16000
clic al sito
costo per conversione
In this graphic, it is possible to see that, compared to the cost for convertion, the Facebook
ads worked very well, providing a high number of clicks to the client’s website.
Most of all, the ads related to the products of the Jordan Shoes Line and to the New Era
products performed at their best.
Julia Zanoletti | Report 2014 17

18. Social Networks - Engagement
Julia Zanoletti | Report 2014
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Client Graffiti
Shop
The
Special
Back
Door
Quarter Frisco Tokyo
Element
Superfly Slamjam
Socialsm
New Era
Cap
Corea
Fb
Tw
Instagram
Pinterest
Google+
Youtube
Tumblr
18

19. Social Networks Engagement - Outlook
Looking at the previous graphic, we can see that
Facebook, Twitter and Instagram are the most
used social netwoks among the client’s
competitors.
Julia Zanoletti | Report 2014
More specifically, the main competitor Graffiti Shop
has a wide and constant presence on Instagram
and Tumblr, which means he could have fuelled a
loyal fan community.
Back Door, Frisco and SlamJam Socialism have
created a good engagement rate with their
customers on Facebook and Instagram.
19

20. Julia Zanoletti | Report 2014
Summary
The outcome of this report shows a
satisfactory online presence.
The brand of the client is well known and
frequently reached by his customers.
The paid Adwords have driven traffic to
the landing pages of the products
promoted.
The newsletter campaigns need to be
improved in order to increase the number of
convertions, but the positive reputation of the
client is already a strength.
The social network engagemet follows the
average of the client’s competitors and the
paid Facebook campaigns have shown one of
the best performances, driving a lot of traffic
to the website.
20

21. Thank you!
Italy
17, via Bacchiglione
37136, Verona
Italy
Mobile: +39 340 00 22 695
Landline: +39 045 95 50 97
11 Flat B, Albert Road
Finsbury Park, N4 3RR
London
England
Mobile: +39 340 00 22 695
England
giu-tti@hotmail.it
giulia zanoletti
Giulia Zanoletti (Italy)
Online
Julia Zanoletti