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Doreen Tang
雙11活動GA成效分析
雙11活動GA成效分析
雙11活動GA成效分析
By
Doreen Tang
轉客來策略行銷顧問有限公司 產品PM
・
New Taipei City, Taiwan
Connect
雙11活動GA成效分析(以流量角度切入)
從GA比較去年(2022/11/1-12)與今年(2023/11/1-12)雙11活動成效,整體流量及收益下滑,主要落差在Dircet、Paid Search。
《可能原因》
確認Direct減少的原因是否為utm所導致,或是流量降低所造成。
觀察新使用者流量從4月底後下滑至9月才提升,3月的新使用者數大幅提升,主要是Google多媒體廣告帶入,但流量品質較低,後續未帶動回訪者的增加。
預設管道Paid Search主要為google/cpc,需確認當時執行的媒體及預算差異。
《分析角度》
察覺問題並定義問題假設,如雙11活動為一年重要檔期,品牌端表示業績並未提升,進而分析可能原因是否因網站流量、活動、產品,或市場環境等影響有關。
比較去年與今年整體流量及收益變化,區分上下半年做比較,例如2022/1-6 vs 2023/1-6、2022/7-11/11 vs 2023/7-11/11,從中觀察影響較大的來源/媒介,以及是否有相同的趨勢。
找到異常值後深度分析,進一步了解當時的行銷活動、媒體規劃、預算分配等可能因素。
歸納並提出可能原因,及後續值得注意的事項,同時依照廣告投放經驗,提出媒體規劃策略參考。
重視電商品牌實際業績表現,除了協助投放廣告外,更深度分析重要檔期GA成效。從發掘問題 -> 定義問題 -> 數據整理 -> 找出原因 -> 提出調整方向的過程,以數據分析結果優化廣告,及整體網站媒體佈局規劃,為品牌端提供更全面的行銷媒體策略。
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Doreen Tang
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Published: Feb 22nd 2024
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廣告
數據分析
GA
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