Store and marketing analytics
I worked on measuring traffic, sales and advertising, as well as reports supporting the evaluation of marketing activities.
Traffic, sales and advertising measurement
I worked on store analytics and marketing evaluation. This included GA4, Google Ads, Meta, and TikTok. I organised the information needed to understand where users were coming from, how sales were reported, and what could be inferred from advertising results.
Consistency of information from different sources
I checked the consistency of the data and the limitations of its comparison. Platforms may attribute sales to ad interactions differently, so similarly named metrics require context. The source, period, and method of measurement are all part of the report's interpretation.
Periodic reports
I prepared periodic reports to support performance reviews. Their consistent structure makes it easier to revisit a period and compare findings with marketing activity. They inform further measurement and marketing decisions.
Identifying measurement gaps
I identified situations where missing data or measurement inconsistencies limited conclusions. This is important when the numbers in a report don't provide a sufficient basis for evaluating a campaign. Part of the work involved identifying what needed additional verification or improvement before the next analysis.
Conclusions for further action
The work results in organised data and analyses that support marketing assessment. Conclusions consider the capabilities of the sources used and the limitations of sales attribution. They help identify both activities for further examination and measurement elements that require refinement.
Scope of implementation
- Work on GA4, Google Ads, Meta and TikTok.
- Periodic reports and data consistency checks.
- Identifying sales attribution limitations and measurement gaps.
The brand name is withheld on request. This description explains the work without disclosing customer data or internal materials.
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