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Google Analytics Performance Marketing Case Studies

When you change the way data is collected and analyzed, you gain insights into your customers and their purchase behaviors. The brands in the section below, including Westwing, Travelocity and PBS, did just that with products such as Google Analytics Premium and Universal Analytics.

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Lenovo: a radically new view of results, accuweather measures holistic analytics with google analytics premium, watchfinder clocks 1,300% roi using precision remarketing with google analytics, westwing uses universal analytics to better understand customers' purchase path, rooms to go improves the shopper experience by integrating google analytics premium.

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Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360’s PAIR

From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. To navigate the privacy-focused landscape, Omni partnered with PMG, MiQ, and LiveRamp, adopting Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) solution to deliver relevant ads without compromising user data. This resulted in a remarkable 4X increase in ad conversion rates compared to traditional cookie-based methods, demonstrating success in delivering relevant experiences while respecting user privacy.

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Enterprise Brand SAS embraces custom bidding to strategically reach connected TV viewers

Sky TV Italia uses Display & Video 360 together with Campaign Manager 360 to boost video performance

Reckitt US boosts its connected TV strategy with Display & Video 360

Mitsubishi Motors Canada uses propensity modeling to increase conversion rate

Riot Games uses Google Marketing Platform to level-up their player base

Men in Green cuts their creative production time in half with Ads Creative Studio

McDonald’s Hong Kong uses Google Analytics 4 to increase in-app orders by 550%

Uber Eats delivers a 10% increase in campaign reach with Display & Video 360

Charlotte Tilbury Beauty reduces CPA by 29% with Custom Bidding

Claro Shop uses Google Analytics 4 to increase in-app purchases in time for the holiday season

Square improves conversion measurement securely with Server-Side Tagging

Banco Azteca increases financial product sales by 178% with Google Marketing Platform

How The North Face used Tag Manager 360 to increase conversions by 3X

How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach

Nemlig gathers new insights and grows conversions by 40%

Líder drives in-app purchases at a lower CPA with Google Analytics

How OMD and the Guardian used Programmatic Guaranteed to increase efficiency for their direct deals.

How first-party data helped Deckers Brands see which customer trends were taking off

United Overseas Bank drives 3x increase in applications with Google Marketing Platform

Deckers Brands drives business growth with Google Marketing Platform and Google Cloud

TUI UK drives 13% higher return on ad spend by investing in digital maturity

Adidas uses Display & Video 360’s connected TV solutions to show the world it is “Ready for Change”

Samsung increases return on ad spend by over 2x with data-driven creatives

412 Food Rescue uses the new Google Analytics to cut reporting time by 50%

Salesforce unlocks marketing insights faster with Google Analytics 360

L'Oréal Taiwan uses predictive insights to reach the right customers

L’Oréal Taiwan increases offline revenue 2.5x with Google Cloud and Google Marketing Platform

Mondelēz International improves cross-functional collaboration with Campaign Manager 360

Booking.com Evolves Their Measurement with Ads Data Hub

Essence Develops New Measurement Solutions for Customers with Ads Data Hub

How Suntory PepsiCo Vietnam Beverage maximized reach and reduced waste

Nestlé UK Drives Incremental Reach with Audio Ads

Groupe Renault boosts sales and reduces cost per lead with Google and Salesforce

Toyota Canada sees 6X boost in conversions using Google Marketing Platform and Google Cloud

How Samsung found success in Indonesia’s smartphone-savvy market

SAS increases online bookings by 34% in partnership with Google

How did L’Oréal make one creative idea work 100K+ different ways? With a little help from Display & Video 360, Studio and GWD.

Rituals Grows Their Brand with Google Marketing Platform

Rituals Boosts Sales by 85% with Google Marketing Platform

With Display & Video 360, Google Media Lab brings the best of programmatic to its linear TV ad buys

Australia’s Qantas uses Display & Video 360 to reach frequent flyers with relevant ads

Major League Baseball speeds up its marketing game with Google Marketing Platform

Columbus efficiently boosts conversions with a Search Ads 360 Smart Bidding strategy

adidas brings teams together around insights with Google Marketing Platform

Scotiabank boosts mobile conversions with Google Search Ads 360

BookIt moves new users through the funnel with insights-driven creative

OMD revs up high-value traffic for Nissan with Google Display & Video 360

Dune London teamed up with NMPi to boost its Google Shopping revenue by 72%

Scotiabank makes a winning investment with Google Display & Video 360

Moncler hits 72% rise in revenue with Google Marketing Platform’s full stack digital marketing solution

iProspect boosts Thon Hotels' revenue 147% with Google Search Ads 360

IPG Mediabrands improves time spent on Le Petit Marseillais website

L’Oréal Paris puts a fresh face forward with Google Display & Video 360

Walks of Italy boosts revenue and ROI with data-driven attribution and automated bidding

Avon paints a pretty picture with native ad engagement from Google Display & Video 360

Zoopla increases leads with Google Search Ads 360

Audi’s dynamic creative ads reinforce car customization possibilities

IKEA boosts ad spend ROI through Google Search Ads 360

Jellyfish increases agency efficiency with Google Search Ads 360

Using Google Marketing Platform, Novartis customer experience is the picture of health on a global scale

AIDA Cruises speeds ahead with scaled insights and efficiencies from Google Marketing Platform

With Google Tag Manager 360, GoPro discovers freedom and adventure in marketing

Jobs2Careers doubles conversions and increases workflow efficiency using Google Tag Manager

Airbnb improves vendor data collection to 90% with Google Tag Manager

Rail Europe accelerates page load speed by 20%

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10 Best Google Analytics Case Studies

Best Google Analytics Case Studies

Google Analytics has various products under its umbrella such as Google Analytics, Google Analytics 360, Google Tag Manager, Google Big Query etc. These products have assisted many big brands to achieve their milestones with their new and innovative approach. The power of these platforms has been beautifully captured in these best Google Analytics case studies.

1. Revenue shoot-up of Dominos

Ordering a pizza nowadays is a piece of cake, isn’t it?

Well, it is for end users. Let’s say, you are browsing your Facebook feed, you see Dominos has 1+1 offer for Wednesday. You are like whatever, I am not ordering today. Then you are watching a video on YouTube, Dominos shows its mouth-watering cheese burst pizza, you are tempted, but you still are saying no. Finally you meet your friend in the evening and decide to have dinner outside. Now the place on top of your mind is dominos and you hit the store. Well, Dominos got you!

There were multiple influencing stages in your purchase and there are millions of people out there who follow numerous stages. It is crucial for Dominos to connect and analyze users’ cross-channel & cross-device behaviour and also connect online and offline behaviour.

That’s what they did with Google analytics 360 product and partnership with DBI (Digital Business Intelligence) company. This Google Analytics case study has captured the essence of Dominos strategy.

Though Dominos has word class analytics solutions to measure their every marketing effort, these were in silos. Dominos knew there is a big ocean of opportunities available once they eradicate these silos and merge them. That’s what they did with Google Big Query. DBI developed a custom BigQuery Solution for Dominos to store and fetch massive data of Dominos. It also helped Dominos to connect their analytics and CRM data seamlessly to connect online & offline data.

The result says it all;

• Increased monthly revenue by 6%
• Reduced ad spending cost by 80% year on year

2. Donations flow in for Cancer.org

American cancer society has worked for 100 years to make the world to eradicate cancer. The company had realized the need to know how users consume their website and their purpose. This would help them to channelize their marketing efforts and reach their revenue goal.

The organization tied up with Search Discovery agency which is an authorized reseller of Google Analytics.

The first step; they created 3 types of users on their website; Information seekers, Event Participants and Donors. Next step was to understand each segments’ goals using Custom Dimensions of Google Analytics. Once the goals of each segment were known, they created a scoring system for each dimension using the custom metric to check whether they have met their goals. They also designed remarketing campaigns for these audiences and customized the content for them.

End Result: Revenue jumped by 5.4% year on year.

3. Brian Gavin Diamonds increased Customer Acquisition

Brian Gravin Diamond are Texas-based Custom diamond jewelry makers. Most of their sales come from their e-commerce website. They had a goal to improve their online sales by understanding user pre-purchase behaviour.

Along with Google Analytics, they decided to implement Google’s Enhanced Ecommerce to achieve their goal. One of the best find out was that their new line of designs has cropped up an interest in their website visitors which contributed to 6% boost in sales. They decided to launch a new line of similar inventory in the fall.

Pertaining to their cart abandonment trend, they learned that they have lost around $500K. They identified there is no proper way to bring back card abandons. They build a guest checkout flow for these users to complete the purchase.

End Result: 60% increase in checkout to the payment page.

4. Revamped Social Media Strategy of Fairmont Hotels

Fairmont is a luxury line of hotels having 60 distinctive hotels across the world. The company generates a lot buzz on social media channels especially twitter. Generating buzz is one thing and measuring the effectiveness of the buzz is other. This one of the top Google Analytics case studies explains Fairmont’s strategy.

The company decided to track the quality of traffic from Twitter. Normally traffic from third-party sites including social media is shown as a referral in analytics. So if anyone clicks a link of Fairmont on the Twitter platform, it is reflected in the referral traffic of Twitter in analytics, but if this link is copied and shared to others platforms like email, WhatsApp etc., the source would be shown as direct.

To make sure the aggregation of the source is accurate, the company decided to use URL builder, in which a link can be given parameters like source, medium, campaign name etc., which lets the company track the source of twitter traffic irrespective of where the link is clicked on.

Result: Better understanding of social media traffic.

5. 10X higher conversion rate for Marketo

Marketo is a leading marketing automation company associated with numerous B2C & B2B companies. The company had a goal to improve their conversion rate with the aid of their Real-Time Personalization product and Google Analytics.

Marketo merged the data of their website visitors’ characteristics like industry vertical, the product they are interested in etc. by sending the data to Google analytics in the form of events and the demographic and behaviour data from Google Analytics. This led to the creation of detailed audience segments based on product interest and demographic data. They created awesome remarketing campaigns in ad words and served the audience with most relevant data.

Result: Conversions improved by the rate of 10x compared to traditional display marketing.

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6. ROAS improved by 30% for Panasonic

Renowned brands have realized the power of digital marketing and so is Panasonic. Panasonic decided to integrate all their marketing data of all the websites to a single platform which is Google Analytics 360 along with the agency NRI Netcom. With this one platform to view all their marketing data, they soon got two powerful insights;

• Most of the purchases of their products happen during life-changing events like marriage, moving to a new city etc.
• The most commonly purchased combination of products

They created audience lists based on the products the users showed interest into and put this data across ad words, double-click, Google display network to remarket with the relevant content. With the insight of the popular combination of purchases, they started remarketing the other relevant products for the user in a particular segment; eg; users were marketed with speakers who previously showed interest in TV.

End Result: Improved Return on Ad Spend (ROAS) by 30%.

7. 130% increase in conversion rate for Top Tarif

Top Tarif is a price comparison website of Germany. The objective of the company was to increase conversion by maintaining the same cost per conversion. They chose to fine-tune their remarketing approach by making the lists more granular.

They built remarketing lists based on the users’ previous web usage, depth of price comparison, keywords used to reach the website, the date of last visit etc. They focused on users who would more likely convert.

Result: 130% growth in conversions and 31.5% improvement in conversion rate.

8. Top Talents flow to “Teach For America”

This is one of the best Google Analytics case studies.

Teach For America is an organization focused on providing quality education to underprivileged children of America. Their main resource is the young, educated, passionate and responsible citizens of the country. To accomplish this goal in the competitive market, they tied up with LunaMetric to leverage on the power of Google Analytics.

They created remarketing lists based on the initial information provided applicants in terms of their GDP, educational stream, career status etc. and imported the data to Google Analytics in the form of dimensions. They then advertised to these audiences on search platform when they research anything related to their stream, career etc.

Result: 57% increased conversion with audience targeting.

9. Remarketing yields 1300% ROI for Watchfinder

Watchfinder is a UK based retailer of premium pre-owned watches. Considering the fact that their average order value is more than 3,500 Euros, the company was aware of the fact that the purchase lead time would take weeks to months. Also, less than 1% of purchases happened on the first visit. There was a need for Watchfinder to convince users who showed interest in this meantime.

Watchfinder collaborated with Periscopix, a Google Analytics Premium Partner and created remarketing campaigns to do the magic. They created 20 remarketing lists based on the user location, stage in the purchase funnel and also the brand they showed interest in. They remarketed to these audiences and improved their results.

Result: 1300% ROI and 13% increase in average order value.

10. 200% transaction rates for Alfa Strakhovanie

Alfa Strakhovanie is Russia’s largest insurance company in the travel and auto sector. Their goal was to know their most valuable customers and decide how much to spend on them. The catch with insurance companies is they will know the real value of user once the policy expires without any claims. Their objective was to revise their policy pricing based on the segment of the user, eg; a person of 18-24 age with speedy cars and a new driving licensee is riskier.

The company partnered with AGIMA analytics agency. They used Enhanced E-commerce solutions and custom metrics to analyze the segment data and drive the results.

Results: Transactions rates were doubled.

These are some of the brands which are boosting their business with the aid of data provided by Google Analytics and its products. These Google Analytics case studies give a ready reckoner for beginners. One can also derive many strategies by following the ideas used in these case studies.

Remarketing is the one unmatched feature in the world of Google Analytics. Most of the case studies mentioned here have capitalized on this feature. Use it wisely to deliver the best results.

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Home > KPIs and Reporting > Google Analytics

GA4 Case Study: Tracking Data for eCommerce & Non-eCommerce Sites

Over the last year, Inflow’s digital analytics team has been working hard to migrate our clients to Google Analytics 4 in preparation for the sunsetting of Universal Analytics.

To date, we’ve successfully configured the setup for more than 60 websites, both eCommerce and non-eCommerce. By replicating (or improving upon!) their existing data tracking in UA as closely as possible, we’ve provided our clients valuable historical data within GA4, giving them a leg up when the transition officially occurred on July 1, 2023.

In today’s blog, we’ll explore the work we did for two such clients — KEH Camera and Worldwide Business Research — including the unique challenges and solutions we discovered along the way.

Keep reading for the full details, or contact our team to have them audit (and recommend improvements for) your GA4 configuration today.

The eCommerce Site: KEH Camera

KEH is a reCommerce business that resells professional, collectible, and everyday camera gear. They’ve been an Inflow client since 2019 for a variety of services, including paid social, search engine optimization, and more.

The Challenge

Unlike traditional eCommerce brands, KEH has two sides to their business: Shop (for customers buying products) and Sell (for customers selling their products to the brand). 

While KEH was able to successfully track both of these audiences separately through Enhanced eCommerce in Universal Analytics, that functionality no longer exists in the new version of Google Analytics — forcing the brand to get creative with their new configuration and attribution, especially when it came to existing custom events used to track “Sell” conversions in UA.

In short, KEH needed a new data-collection solution in GA4 that would segment out purchases from both Shop and Sell (as well as the user data for each audience) to better inform their digital marketing strategy.

Before our partnership, the KEH team had used an Enhanced eCommerce converter to replicate their UA data layer for GA4. While it mostly worked, it wasn’t as clean of an installation as our team could provide and would have eventually needed to be revisited when the complete transition to GA4 was made.

The Solution

Using our Google Analytics 4 setup process as a foundation, we took the concept of enhanced eCommerce forward into GA4-style events, values, and more with a custom configuration for KEH.

We started by using GA4’s eCommerce setup to track both Shop and Sell activity from the website. With customized purchase and eCommerce events, we were able to pass in where each transaction was coming from (Shop or Sell) to not only track website actions but also user-level actions (with a similar custom setup on the user side of the analytics platform).

Combined, these configurations would give KEH plentiful options to segment their data, either at the event or user level. In turn, they could better understand their customer journey — where different audiences were browsing on their site, where purchases were coming from, and more.

To push our tracking live onto KEH’s site, however, we needed one more step: a custom data layer.

While many eCommerce platforms have plugins that assist with GTM data layers, few can handle the complexity of a site like KEH — or the ability to parallel-track UA and GA4, as we’re recommending for our clients until next year’s deadline.

So, we worked with KEH’s web team to create and implement a custom data layer that would set their GA4 tracking into motion.

Get our free eCommerce data layer in our GA4 tracking toolkit today.

The Results

Even with its Shop and Sell complexities, KEH’s GA4 tracking is performing as expected by our team. 

In our reporting dashboards, eCommerce purchases compare closely across UA and GA4, with users sitting at a typical 10% discrepancy due to the difference in the platforms’ configuration (user- vs. event-based.) These results are common across all of our GA4 clients, eCommerce and non-eCommerce.

Fortunately, KEH had already included BigQuery in their overarching web analytics strategy, making the data warehousing required by GA4 much simpler to implement.

As a reminder, Google Analytics 4 only stores 14 months of historical data within its platform. For your site to have access to more historical data, you’ll need an integration with BigQuery — which will store your site’s data and allow you to compare longer periods in applications like Google Data Studio. 

BigQuery is also technically the most “accurate” source of GA4 data.

Although Google Signals data does not come through to BigQuery, we’ve been successfully using the integration so far for KEH’s needs.

The non-eCommerce Site: Worldwide Business Research

Worldwide Business Research is a company that plans and hosts more than 100 annual worldwide conferences (both in-person and virtual). They also execute the marketing needed for those events, including email marketing, digital advertising, and more.

As a partner to our current client IQPC , WBR reached out to Inflow for GA4 migration services earlier this year.

Note: To avoid confusion with GA4 “events,” we’ve capitalized Event in reference to WBR’s conferences in the Google Analytics case study below.

As a non-eCommerce site, WBR needed to track data across three global offices and hundreds of subdomains. 

In Universal Analytics, WBR had relied heavily on views for each of their Events/subdomains. However, with views no longer existing GA4, WBR needed a solution to get Event-level data from each subdomain. 

Their goal: Streamline an entire office’s tracking while keeping the ability to segment out data by Event/conference.

In case that wasn’t enough, the company also needed to change their Google Ads tracking to meet GA4’s capabilities. (Previously, they had imported conversions from UA views, which, as mentioned, no longer exist in Google Analytics 4.)

In short, WBR needed a completely custom architecture recommendation for their Google Analytics 4 configuration and tracking.

To consolidate WBR’s data-tracking and reporting options, we recommended setting up one GA4 property per office, with different segments for the Events/conferences hosted by each location passed into GA4 from Google Tag Manager (GTM).

In other words, individual Event data could be viewed by applying segments (comparisons, filters, audiences, etc.) to their reports or through filtered Data Studio dashboards. Any unsegmented reports would be a comprehensive report of all the office’s Events.

That way, WBR could more clearly distinguish the KPIs for each Event they hosted across the globe with much less effort than before.

Using our confidence in and knowledge of GA4 capabilities, combined with custom event setup to track Google Ads, we implemented WBR’s new architecture smoothly — giving the brand deeper insights into its Event performance without the multi-property headache of the past.

An added bonus: By setting up one property per office, we avoided the need to set up BigQuery and Google Ads tracking for every single Event as done in UA.

Like most clients, WBR continues to report most of their data out of Universal Analytics. But, by completing this setup far before next year’s deadline, we’ve given WBR’s marketing team more flexibility in not only learning their new GA4 setup but also how to best report out of it for their future marketing needs.

In addition to the configuration described above, we also created a custom Data Studio template for the “segments” of each Event — avoiding any need for WBR’s team to dig around in GA4 (and get more confused than before) while giving them every tool needed to evaluate each Event’s performance and make appropriate business decisions.

Still Need to Set Up Your GA4?

When it comes to the new Google Analytics 4, the clock is ticking. 

To get as much historical data as possible for future comparison, now is the time to start configuring your analytics data tracking in the platform.

If you need help making it happen — or would like an expert to evaluate your current setup — Inflow is always here to help.

Request a free GA4 migration proposal now to learn how we can help get your site set for future data-tracking success.

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About The Author

Mike Belasco

Mike Belasco has been an entrepreneur and digital marketer since 2003. Mike founded Inflow (previously known as seOverflow) in 2007 and led Inflow to five Denver’s Fastest-Growing Private Company awards and three Inc. 5000 awards. In 2009, he also founded ConversionIQ, which was subsequently acquired by Inflow. After 20 years of serving as Inflow’s Founding CEO, in 2023 Mike completed a sale of Inflow. He now takes on entrepreneurial adventures and continues to be a raving fan of the Inflow team while consulting as a Strategic Advisor. 

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Case Study: Using Google Analytics for Measuring Content Performance

Having Google Analytics set up on your website but not really knowing what it does or how to use it, is more or less, living in darkness.

You can’t grow and improve your business and have it produce fruitful results unless you know which areas to focus on, what needs improvement and what is doing well. In order to know that, you need to have a good understanding of Google Analytics and the ability to analyze your own data.

I often write about the various features of Google Analytics and useful techniques to make the best use of the tool in order to improve your marketing efforts, but for the sake of this article, I’ll stick to the very basics and how our analytics team helped a client understand their content marketing efforts using Google Analytics and analyze data with an easy-to-understand data studio report.

About the Client

“ Harris School Solutions ” provides software solutions for utilities, healthcare, local government, public safety, and schools throughout The United States and Canada.

Content marketing is one of the primary methods they use for lead generation, and their very competent content team, is responsible for taking care of creating the compelling drafts.

The Challenge

They already had Google Analytics connected to their website but data collection and analyzation was their biggest challenge. They were struggling to understand user behavior and content efficiency.

After they contacted us for help, we went through their existing analytics setup. Listed in the following, are the steps we followed, and the improvements we made.

• Made sure they have implemented analytics correctly on their website(root + subdomains)
• Made sure the analytics data is accurate and trustworthy
• Set up the right marketing goals so that they can measure conversions.

Our Approach

The very first thing we do for our clients is a Google Analytics audit . This helps us figure out any issues with the analytics setup, what’s working, what’s not, and make any possible recommendations to improve the existing setup.

So, following our approach, we took some time to audit theirs. The most crucial of our findings are listed below:

• Their current setup comprised of four different domains as part of their business and three of them were missing Google Analytics tracking code. So there was no cross-domain tracking set up and the current analytics setup was missing data from other domains.
• Their current Google Analytics account was missing conversion tracking. Macro business goals were not added to the current setup due to which a proper conversion tracking was missing.
• The existing funnels had some duplicate goals.
• Spam traffic was being recorded, which was diluting the data.

In the analytics audit report, we mentioned all the issues found with their analytics and added recommendations to remedy them. Our main recommendation was to set up Google Tag Manager to track the micro conversions.

Micro conversions are all important actions that lead the user towards the macro conversion, which is the main goal or purpose of the entire website. These include CTA button clicks, form submissions, newsletter signups, and downloadable resources.

We also advised in favor of setting up custom dimensions and metrics so they could track additional user and session data. The basic purpose of using custom dimensions was to measure individual user behavior towards the conversion.

The final recommendation was to migrate from the conventional custom reporting in Google Analytics to a more dynamic experience in The Google Data Studio. We proposed having a centralized dashboard that measures all key marketing aspects and having it placed on site within a single page.

Our Efforts

The report we delivered detailed the audit and analysis we conducted and the client was pleased with the progress and satisfied with the recommendations we made to improve their existing set up.

Although there are many things involved in data collection and the configuration process, in the following are the two most important ones:

1. Implementation of the Google Tag Manager:

We started with migrating their analytics implementation to Google Tag Manager and set up cross domain tracking for all their websites.

The next step was to use Google Tag Manager for tracking events which were considered to be micro conversions. We set up tracking for all the CTA clicks, form submissions, and social link clicks as per our recommendation in the analytics audit.

Tracking all these events on the website was to help the client get a feel of the user behavior. The goal was to help them understand the performance of their content marketing efforts, so we had to measure what people actually do after landing on the blog.

Setting up scroll tracking on the blog helped in measuring whether the visitors read the blog posts and if so, what do they do next. What specific actions take them to the contact page and convince them to submit a form.

For conversion tracking in Google Analytics, we created event-type goals. Using Google Tag Manager for conversion tracking helped us set up the required goals in analytics easily.

The next step was to figure out what visitor lands on the blog page, navigates to lead page and, submits a form. Here is why we used sequential segments in Google Analytics.

2. Using sequential segments to measure user behavior:

Sequential segment is a type of advanced segments, which is used for measuring user actions in a sequence. For a content marketing website, the sequence could be that the users land on the blog page, then click a CTA button, go to the contact us page, and submit a form.

We created sequential segments to determine the user behavior for different lead pages. This would definitely help the content marketing team to identify which type of blog posts lead to most conversions.

Data Studio Blog Performance Report

For the content marketing team, we had to create a simple and easy-to-understand report that would help them understand the blog’s performance. When it comes to reporting, we have to be careful about displaying only the data that is important for the business.

We focused on creating a simple report that would display the following data.

• Blog users important metrics(users, new users, sessions, avg. session duration..)
• The most popular blog posts
• How people found the blog(source/medium)
• How far do users scroll down the blog posts
• Blog reader location and the devices used
• Blog to contact us conversions on each domain.

The following is how the final blog performance report looked like.

We applied a single filter to all widgets displayed in the afore-posted dashboard, apart from conversions, which were added using sequential segments, created and imported into the report shown.The filter we applied was intended for viewing data specific to blog pages only.

“Working with MarketLytics gave us what we were looking for: confidence. Not only can we now answer the questions we need to answer in our reporting, but throughout the collaboration process Hussain at MarketLytics was patient, knowledgeable, and reassuring. ”

We delivered the report that the content marketing team was eagerly waiting for. They can now easily view the performance of their content and the report also helps them develop engaging content better tuned to generate the most conversions. They have the data they needed and can now focus more on their content marketing process rather than wonder about the inaccurate data they had in analytics.

This process can be applied to any content marketing team who wants to measure their content performance. In a nutshell, having the right analytics team to handle analytics for your website can help you focus more on the things you are good at. If you want us to get this done for you, get in touch with us.

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Top 20 Analytics Case Studies in 2024

We adhere to clear ethical standards and follow an objective methodology . The brands with links to their websites fund our research.

Although the potential of Big Data and business intelligence are recognized by organizations, Gartner analyst Nick Heudecker says that the failure rate of analytics projects is close to 85%. Uncovering the power of analytics improves business operations, reduces costs, enhances decision-making , and enables the launching of more personalized products.

In this article, our research covers:

How to measure analytics success?

What are some analytics case studies.

According to  Gartner CDO Survey,  the top 3 critical success factors of analytics projects are:

• Creation of a data-driven culture within the organization,
• Data integration and data skills training across the organization,
• And implementation of a data management and analytics strategy.

The success of the process of analytics depends on asking the right question. It requires an understanding of the appropriate data required for each goal to be achieved. We’ve listed 20 successful analytics applications/case studies from different industries.

During our research, we examined that partnering with an analytics consultant helps organizations boost their success if organizations’ tech team lacks certain data skills.

*Vendors have not shared the client name

For more on analytics

If your organization is willing to implement an analytics solution but doesn’t know where to start, here are some of the articles we’ve written before that can help you learn more:

• AI in analytics: How AI is shaping analytics
• Edge Analytics in 2022: What it is, Why it matters & Use Cases
• Application Analytics: Tracking KPIs that lead to success

Finally, if you believe that your business would benefit from adopting an analytics solution, we have data-driven lists of vendors on our analytics hub and analytics platforms

We will help you choose the best solution tailored to your needs:

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A full case study capstone project for google data analytics certificate course

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A full case study capstone project for google data analytics certificate course Google Data Analytics Case Study 1 How Does a Bike-Share Navigate Speedy Success?

• Business Task Statement: How to Convert Casual riders into annual members?

• Question Asked : How do annual members and casual riders use bikes differently?

• Key Stakeholders: A) Primary: Lily Moreno My Direct Manager B) Secondary: Marketing Analytics Team C) Upper Management: Cyclistic Executive team

• Goal of analysis: To understand how casual riders and annual members use Cyclistic bikes differently • Data Resources Used: Trip data for both casual and annual riders made available by Motivate International Inchttps://divvy-tripdata.s3.amazonaws.com/index.html. under this licensehttps://ride.divvybikes.com/data-license-agreement.)

• Project Phases: The main question is How do annual members and casual riders use Cyclistic bikes differently?

1- Ask: Deliverable: A clear statement of the business task ( How to Convert Casual riders into annual members? )

2- Prepare: Deliverable: A description of all data sources used

A) Data is downloaded from Motivate International Inc. B) Downloaded files trip_data_ from 2019 Q1 to 2020 Q1 C) CSV files downloaded and saved in one main csv file called(cyclistic_trip_data_2019_q1_to_q4_to_2020_q1) D) Csv file names are (Divvy_Trips_2019_Q1.csv, Divvy_Trips_2019_Q2.csv, Divvy_Trips_2019_Q3.csv, Divvy_Trips_2019_Q4.csv, Divvy_Trips_2020_Q1.csv) E) Files were too large to open with excel and spreadsheets F) all files are imported to R in as vectors (the reason we use R because it’s faster, allows me to use viz to check bias, and I want to go further to the machine learning field so it will allow me to do so because it’s close to Python, and allow algorithms and machine learning)

3- Process : Deliverable: Documentation of any cleaning or manipulation of data (Included in the script, and RMD file)

** Quality & Tidiness Issues Found:** 1- Column names are not consistent (q2_2019 has different column names need to be changed). 2- The trip_id column Must be al as characters. 3- There are some columns in (q1_2020) needs to be removed (rideable_type, start_lat, start_lng, end_lat, end_lng). 4- There are some columns in (q1_2019, q2_2019, q3_2019, q4_2019) to remove (gender, birthyear). 5- No Duplicates Found. 6- There are missing values (q1_2019, gender, birthyear), (q2_2019, birthyear), (q3_2019, gender birthyear),(q4_2019, gender birthyear), (q1_2020, 4 values). 7- Start and end time are a group of datetime needs to be separated to YY MM DD time. 8- There are unneeded columns need to be removed (bike_id, start_station_id, end_station_id, gender, start_lat, start_lng, end_lat, end_lng). 9- start_station name includes unneeded values("MTL-ECO5.1-01", "HQ QR" ) 10- End station name also has unneeded values(HQ QR", "MTL-ECO5.1-01" ) and NA values 11- User type column values need to be consistent (member& casual only) 12- Week days are not ordered correctly 13- There are NA's in trip duration column so we will calculate it manually using start and end time

4- Analyze:

Key tasks A) Aggregate your data so it’s useful and accessible. B) Organize and format your data. C) Perform calculations. D) Identify trends and relationships.

Deliverable: A summary of your analysis (analysis have been made and included in R Script, and RMD)

5- Share: “ Share is divided by two steps Key insights found from conduction some descriptive analysis, then a final file version is made and saved as CSV file to create visuals using Tableau”

• Key Insights & surprises about the data: 1- The average ride length per minute for casual users is more than premium users. 2- Friday has the longest avg_ride_length_per_minute for casual users, However Saturday has the longest avg ride per minute for annual members. 3- The maximum ride length per minute for member users occurs on Tuesday, however the maximum ride length per minute for casual users occur on Thursday. 4- The most used start station in general is "Streeter Dr & Grand Ave " with the amount of 70447 occurrences, Also which surprising it's the most used end station name by 84479 occurrences 5- The least used start_station_name is 2112 W Peterson Ave, with 546 occurrences, and surprisingly it's the same least used end station with 685. 6- The most used station for annual members is Canal St & Adams St 58161, and for casual users Streeter Dr & Grand Ave with 54634 7- The least used start station is 2112 W Peterson Ave for both types of users. 8- Total number of rides for the period of (2019-01-01 to 2020-03-30) is 4,241,111rides, Noticed that Annual members have 3315766 rides with the % of 78.18%, and casual members have 925345 rides with the % of 21.81%. 9- The top week day for casual riders bike rides is Saturday, and for annual members is Tuesday. 10- The lowest rides for casual riders is Tuesday, and for annual members is Sunday.

• My Recommendations: A) We can start our campaign by conducting a survey for casual riders on Saturday since it's the top day for casual users. B) We can conduct a marketing campaign on Saturday, and Streeter Dr & Grand Ave since it's the top for casual users C) Finally we can make a discount for users only on Thursday, since it's the day when most casual riders have the longest avg ride_length

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Mid-Day's digital advertising revenue increased by 25% after they enhanced their core web vitals

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Gruner + Jahr developed a whitelabel platform to grow subscriptions

Le Monde launched Le Monde Ateliers

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Newspaper boosts revenue with YouTube videos

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Periódico aumenta ingresos con videos de YouTube

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Colombian daily launches digital talent incubator

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La Diaria launched Utopia, an open-sourced platform to allow small newsrooms to manage their entire business, supporting independent media in Latin America

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Latino journalists learn digital reporting skills

South China Morning Post serves personalized content to users based on User Types

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Le Monde diversifies revenues by launching a masterclass program

Latin American students learn to spot misinformation

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The News Minute turns fans into members

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The media platform helping Indonesians donate for good

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Designing a new local product for French urban readers

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The biggest lesson from a local news startup: listen

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Egab - The journey to build a news product is far from linear

When Dina Aboughazala, founder of the journalism marketplace Egab, spoke to people in her home country of Egypt, they were actively avoiding the news. Many young people in their 20s and 30s wanted to leave because it was full of problems. As someone with an editorial, journalistic background, she felt moved to act.

Daily Maverick turns data into revenue

Daily Maverick is a South African daily online publisher serving up a unique blend of news, investigations, expert political analysis and opinion. Since its founding in 2009, the publication has set itself apart with a distinctive editorial voice and a strong focus on investigative reporting.

Dong-A Ilbo Uses Google Analytics to Increase Newsletter Conversion Rate by 243%

Ebra cuts churn and grows subscribers 110%

Denik N and Dennik N grow reach and subscriptions

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Henneo brings together publishers to build a first-party data platform

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Success Story Page 2

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FiveThirtyEight doubles down on its YouTube presence to drive channel growth

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Europa Press

News agency Europa Press empowers reporters to transition from text to multimedia reporting

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BuzzFeed News

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The Atlantic experiments with content formats to help grow YouTube subscriber base

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The Motley Fool increases order page conversion rate by 26% with Optimize 360

The Motley Fool increases order page conversion rate by 26% with Optimize 360.

El Mundo improves user ratings and engagement with Material Design

El Mundo improves user ratings and engagement with Material Design.

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Glamour.de connects offline and online shopping experiences with Google Play Billing

Glamour.de connects offline and online shopping experiences with Google Play Billing.

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Nabd improves reader engagement with Material Design.

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AMP helps the Washington Post increase returning users from mobile search by 23%

Washington Post increase returning users from mobile search by 23% with help from AMP.

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Gizmodo gets 3x faster on mobile with AMP.

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Slate gets efficient with AMP.

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Hearst integrates key partner and product solutions on AMP.

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Wired AMPs its 20+ year archive to meet audiences online.

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Jagran New Media boosts traffic by 115 percent and revenue by 4.5X by expanding AMP strategy.

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A holistic approach to our partnership with Hearst Newspapers

Built by you. Powered by us. Experienced by billions.

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Volkswagen and EL PAÍS increase conversions by 76% with the first end-to-end AMP campaign

Volkswagen and EL PAÍS increase conversions by 76% with the first end-to-end AMP campaign.

RCS MediaGroup reports good news with AMP and PWA

RCS MediaGroup reports good news with AMP and PWA.

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Portale Bambini promotes digital sustainability by driving user loyalty and engagement.

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Sankei Digital enabled data-driven decision making to assess website engagement, user consumption, and pave the path to subscriptions

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Complex Networks increased the number of shoppers purchasing by 300% on the Complex SHOP using NCI

Complex networks increases purchases by 300% using news consumer insights, jagran new media increases user engagement with a content planning big data solution.

Jagran used a content planning solution to improve user engagement across valuable user segments

Buzzing towards victory with native: BuzzFeed on DFP

BuzzFeed uses DoubleClick to support its international mobile growth.

Turkish News Brand Milliyet Creates New Revenue Stream with DoubleClick

Milliyet creates a new revenue stream for their business using DoubleClick products.

Android Developer Story: The New York Times

The NY Times uses Google Play Billing to maximize subscriber growth.

iLMeteo forecasts Mobile growth, uses DoubleClick to monetise accordingly

Il Meteo uses DoubleClick to successfully monetise their website and apps.

The Telegraph Embraces DoubleClick's Programmatic Solutions to Increase Revenue by 126%

The Telegraph increases revenue by 126% with Ad Exchange.

Using private marketplaces in Ad Exchange, Condé Nast revenue leaps 800%

Condé Nast revenue leaps 800% using private marketplaces in Ad Exchange.

G+J doubles programmatic and mobile revenue

G+J doubles programmatic revenue and 10X mobile revenue growth.

Postmedia increases direct sales efficiency with Programmatic Guaranteed

Postmedia increases direct sales efficiency with Programmatic Guaranteed.

Improving yield, speed and control with DoubleClick for Publishers First Look and exchange bidding

Gannett maximizes demand for all their inventory with First Look.

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The New York Times grows engagement with Native Ads.

Aller Media increases viewability with Native Ads on Google Ad Manager

Aller Media increases viewability with Native Ads on DoubleClick.

The Economist Boosts its Digital Business with DoubleClick

The Economist boosts its digital business management with DoubleClick.

Google Surveys 360: BuzzFeed Case Study

BuzzFeed uses Google Surveys 360 to test ad effectiveness.

Programmatic Guaranteed with custom creatives delivers scale for Vox Media

Programmatic Guaranteed with custom creatives delivers scale for Vox Media.

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Le Monde increases subscriptions with Google Play Billing.

Android Developer Story: Domain increases installs by 44% with Material Design and Google Play services

Australia's leading real estate organization is using native ads to grow revenue, increase operational efficencies and provide adverstisers with more engaging formats.

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The Trinity Mirror uses Google Surveys to support their editorial and monetization strategy.

Clarin, Havas, and Clorox team up to deliver high-impact ads with Programmatic Guaranteed

Grupo Reforma boosts conversion rates by 43% using Subscribe with Google

Grupo Reforma boosts conversion rates by 43% using Subscribe with Google.

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Unidad Editorial grows mobile CTRs 4x with cross-screen Native Ads on DoubleClick.

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10up uses AMP and Google News Sitemap to increase performance for breaking news stories

Indonesian Publishers Optimize and Monetize Their Websites, Resulting in a 95% Uplift in Digital Revenue

Indonesian publishers optimize and monetize their websites, resulting in a 95% uplift in digital revenue

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Flourish helps journalists create easy data visualizations.

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Fact Checking the French Election with CrossCheck, A Collaborative Reporting Initiative.

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Building trust online by partnering with the International Fact Checking Network.

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Huge loss for Google —

Google loses doj’s big monopoly trial over search business, google's exclusive deals maintained monopolies in two markets, judge ruled..

Ashley Belanger - Aug 5, 2024 7:30 pm UTC

Google just lost a massive antitrust trial over its sprawling search business, as US District Judge Amit Mehta released his  ruling  showing that he sided with the US Department of Justice in the case that could disrupt how billions of people search the web.

"Google is a monopolist, and it has acted as one to maintain its monopoly,” Mehta wrote in his opinion. “It has violated Section 2 of the Sherman Act.”

The verdict will likely come as a shock to Google, which had long argued that punishing Google for being the best in search would be "unprecedented" and frequently pointed to the DOJ's lack of direct evidence. However, Mehta found the limited direct evidence compelling, especially "Google’s admission that it does not 'consider whether users will go to other specific search providers (general or otherwise) if it introduces a change to its Search product.'"

"Google’s indifference is unsurprising," Mehta wrote. "In 2020, Google conducted a quality degradation study, which showed that it would not lose search revenue if were to significantly reduce the quality of its search product. Just as the power to raise price 'when it is desired to do so' is proof of monopoly power, so too is the ability to degrade product quality without concern of losing consumers."

He also wrote that the DOJ's indirect evidence "easily establishes Google’s monopoly power in search" and concluded that "the fact that Google makes product changes without concern that its users might go elsewhere is something only a firm with monopoly power could do."

Google didn't lose every battle in this big fight with the DOJ. Mehta ruled that Google did not have monopoly power in search advertising, agreed that there was no market for general search advertising, and declined to sanction Google for allegedly destroying evidence by "failing to preserve its employees' chat messages."

Google's president of global affairs, Kent Walker, provided a statement to Ars, confirming that Google plans to appeal.

"This decision recognizes that Google offers the best search engine, but concludes that we shouldn’t be allowed to make it easily available," Walker said. "We appreciate the Court’s finding that Google is 'the industry’s highest quality search engine, which has earned Google the trust of hundreds of millions of daily users,' that Google 'has long been the best search engine, particularly on mobile devices,' 'has continued to innovate in search,' and that 'Apple and Mozilla occasionally assess Google’s search quality relative to its rivals and find Google’s to be superior.' Given this, and that people are increasingly looking for information in more and more ways, we plan to appeal. As this process continues, we will remain focused on making products that people find helpful and easy to use.”

Mehta was not surprised to find that Google had continued innovating, despite the DOJ's claims that search quality had deteriorated.

"Google’s penchant for innovation is consistent with the behavior of a monopolist," Mehta wrote.

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FullStory: Empowering brands with a complete look into digital experience data

About FullStory

FullStory offers a digital experience intelligence (DXI) platform that helps companies pinpoint and solve the biggest challenges customers have with their websites and mobile applications, so they can eliminate pain points for their users, build better digital experiences, and generate more sales.

Tell us your challenge. We're here to help.

Fullstory developed its digital experience intelligence (dxi) platform using google cloud from day one, enabling the company to build a platform that's scalable, flexible, and secure., google cloud results.

• Uses Google Kubernetes Engine to give teams more autonomy, allowing them to manage their workloads more efficiently
• Uses BigQuery as a data warehouse, enabling it to store and process huge amounts of sensitive customer data securely
• Uses Google Workspace to create a coherent and collaborative work culture across departments
• Uses Google Cloud Marketplace to promote its digital experience intelligence platform across more available markets

Processing trillions of customer events with ease in GKE

"The customer is always right" has been a guiding sales principle for businesses around the world for decades. That's why the best companies put so much effort into building a great customer experience (CX), in-store and online. With the growing importance of ecommerce, delivering a joined-up customer experience that works across various different digital touchpoints (mobile, websites, social media) is vital. Companies now need to invest in digital experiences that keep the customer coming back for more. But with research showing that approximately 70% of shoppers abandon their cart before completing their online purchases, any moment of friction can cost brands, who won't know when or why a customer left. FullStory is helping companies find the answers.

FullStory is a leading player in the nascent Digital Experience Intelligence (DXI) market. The company's DXI platform combines in-depth analytics, session detail, and collaboration tools to help companies understand what's working, and what's not, with their digital experiences. For example, FullStory can help companies track when people are repeatedly, and rapidly, clicking on one button because of frustrating time lags (so-called "rage clicks") or when a click leads a person down a digital dead-end. These insights can be invaluable for FullStory's customers, and fixing these problems can help them see big boosts in revenue or dramatic efficiency improvements.

"Our clients know that they really need to understand what's working for their customers and what isn't," says Michael Morrissey, Chief Technology Officer, FullStory. “And the ability to turn FullStory on and quickly start getting valuable insights is why we have such a broad range of different clients, from GAP to Forbes."

The company was originally founded in 2014 by a small team of former Google engineers, so it was no surprise when FullStory chose Google Cloud to be its cloud provider. "The team had big ambitions from the get-go," says Morrissey. "They knew that Google Cloud could help fulfill those ambitions, as it's easy for developers to use and was the type of tech stack we really wanted to build on."

"The team had big ambitions from the get-go. They knew that Google Cloud could help fulfill those ambitions, as it's easy for developers to use and it was the type of tech stack we really wanted to build on."

Building an intuitive, scalable DXI platform

From day one, the FullStory team worked with Google Cloud to build its infrastructure. FullStory now runs all its services in Google Cloud, and it's been vital at every step of the DXI platform's evolution.

During those early stages of development the company's team of engineers used App Engine to write all of their code. As FullStory grew, so did the demands on its initial team of 10 engineers. They were spending more and more time dealing with underlying hardware issues, but Google Kubernetes Engine (GKE) helped solve these problems. GKE is a simple way to automatically deploy, scale, and manage Kubernetes.

"Google Kubernetes Engine quickly allowed us to accelerate our development by smoothing out the mountain of complexity that comes with having to manually maintain every aspect of our system," says Morrissey. GKE does most of the heavy lifting by auto-updating the underlying operating system on the host machines, and it continues to help FullStory evolve.

The GKE integration has enabled FullStory to create an effective feedback loop, so teams can manage themselves, from their availability to their budgets. Dan Kuebrich, VP of Platform Engineering, FullStory, has witnessed first-hand how GKE has allowed different teams to manage their own operations. "We run more than 100 services in our production environment, and there are about a dozen teams on call to maintain those services," says Kuebrich. "And they can control things like the resource allocation or choose what virtual machines they want to run."

The FullStory team can now focus on what they excel at, rather than spend valuable time and manpower maintaining large clusters of machines. "We have trillions of user interactions per year that come into FullStory. So, it's really about scale," says Kuebrich. "With Google Kubernetes Engine we trust that we can operate securely at this scale, and that's a big win for us and our customers."

"We have trillions of user interactions per year that come into FullStory. So, it's really about scale. With Google Kubernetes Engine we trust that we can operate securely at this scale, and that's a big win for us and our customers."

Analyzing trillions of events

FullStory's unique autocapture automatically logs every user interaction retroactively. This way, brands have full visibility to also uncover the "why" behind issues and opportunities, and track key metrics over time. FullStory sends data to Google BigQuery with its Data Destinations to add DXI to AI modeling and ML analytics. This combined power of industry-leading autocapture and search capabilities empowers customers to know what questions to ask and gives them the most robust user data set available when making data-backed decisions.

FullStory's no-code, low-dev implementation means a quick time to value and company-wide data alignment. In 2022, FullStory analyzed 1.44 trillion total events, 79 billion pages, and 25 billion sessions (including 22 billion on the web and 3 billion on native mobile apps). In terms of Total Active Time, this amounts to the equivalent of more than 80,000 years of user activity.

Helping more companies build better digital experiences

FullStory is also now on Google Cloud Marketplace , making its DXI platform more broadly available worldwide . By combining the power of FullStory with Google Cloud solutions, including BigQuery, Google Analytics , and Google Optimize , businesses can access the most robust level of digital experience and analytics data possible without collecting sensitive user information.

"This is a natural step for us. There are so many companies who are already using Google Cloud, and they want to explore what DXI can offer them. Being on Google Marketplace makes it far easier for them to discover FullStory," says Morrissey. "And it lowers the barrier for people to adopt our platform." More details about the move to Google Marketplace are available on the FullStory blog .

Putting security at the heart of everything

Data is the key to FullStory's success. Its DXI platform delivers a complete, retroactive view of how people interact with each customer's website or app. This is how the platform can pinpoint the most critical points in a user's journey. But it means analyzing huge amounts of data.

FullStory uses Cloud BigTable as a primary source of storage on the frontend, and BigQuery as its data warehouse. The company also uses Looker and BigQuery together to power its data analysis. When dealing with such sensitive data, security is paramount, and that was another reason why FullStory chose Google Cloud. The company could trust its stringent security measures to keep its customers' data safe. "We were a very security conscious organization from day one. And as we had many years of experience working for Google, we knew just how seriously it took security, internally and externally," says Morrissey. "We knew that there was no platform that was more secure for our needs than Google Cloud."

Creating a collaborative, talent-focused working culture

With such a strong core of former Google employees working at the company, they have inevitably brought positive elements of the Google working culture with them. "There were two central tenets that I saw in the culture at Google, that FullStory had in its DNA from the very start," says Gabby Sirner-Cohen, Chief People Officer, FullStory. "The first was to hire amazing people, and they will amaze you. And the second was that you default to open sharing of information with those people, and trust that they're going to do really fantastic things with that guidance."

The FullStory team's valuable experience previously working for Google has given them a unique insight into Google solutions, and has directly influenced the ethos of FullStory's working culture. That's why the company has been using Google Workspace since its early days as a startup, working with all of its tools, from Google Sheets to Google Docs . "The cohesion between Google Workspace and Google Cloud allows our teams to work in a more fluid fashion," says Morrissey. "We're not working across different platforms, with different security measures; everything just fits together."

Beyond the day-to-day culture at FullStory, there is a broader ambition at the company to drive digital and omnichannel revenue growth and help organizations become more customer-centric and data-driven.

FullStory is continually looking at new ways to evolve its DXI platform, help clients build better digital experiences, and maybe even put an end to "rage clicks." The company is excited to explore the possibilities of what it can achieve on Google Cloud. "Right now, the next layer for us involves developing more and more sophisticated machine learning models," says Morrissey. "We're currently working closely with Google Cloud on this next step, and we couldn't be more excited about what lies ahead."

"The cohesion between Google Workspace and Google Cloud allows our teams to work in a more fluid fashion. We're not working across different platforms, with different security measures, everything just fits together."