The Influence of Google Analytics on E-commerce: Enhancing Customer Insights and Business Performance

This report is prepared for the purpose of sharing google analytics knowledge by incorporating a real time report from an online shopping website called google merchandising store. We can get real time data and analyze that data to get insights before taking a decision. An online store called the Google Merchandise Store offers products bearing the Google logo. The ecommerce site hosts both Universal Analytics and Google Analytics 4 properties. The web address for google merchandise store is https://shop.googlemerchandisestore.com/ The main objective of this project is to get used to and analyze any ecommerce website, here we took one example i.e., google merchandising store. The reason I choose this website is that google has kept the data specifically for this website free to access. The integration between this website and google analytics were already set up by default. After studying this report, we would be able to understand how google analytics work, how reports are being prepared, the importance of google analytics, what are the web analytics, how these web analytics are tracked and lastly the benefits of web analytics.