Scenario and sample data #
This assignment uses illustrative data only; it is not extracted from a real GA4 property. Analyze the following four-week summary.
| Channel | Sessions | Key events / conversions | Spend (₹) |
|---|---|---|---|
| Organic Search | 4,000 | 120 | 0 direct media spend |
| Paid Search | 1,500 | 90 | 18,000 |
| Social | 2,000 | 40 | 6,000 |
| 1,000 | 50 | 1,000 campaign cost |
Assume for the exercise that each conversion is counted once and the event definition is consistent across channels. In a real analysis, validate both assumptions.
Your task #
- Calculate conversion rate for each channel using conversions ÷ sessions.
- Calculate cost per conversion for paid search, social and email using the provided cost basis.
- Rank channels by volume and conversion rate separately.
- Explain why these results alone cannot establish incrementality or profit.
- List five GA4/data-quality checks before making a budget decision.
- Recommend two next analyses and state what additional data they require.
Answer check #
Organic: 3%; Paid Search: 6%; Social: 2%; Email: 5%. Illustrative cost per conversion: Paid Search ₹200; Social ₹150; Email ₹20. These values are only as reliable as the stated cost and conversion assumptions; they do not prove that email is the most scalable or profitable channel.
Submission and rubric #
Submit calculations, a one-page insight summary and caveats. Scoring: correct formulas 30; interpretation 25; data validation 20; recommendations 15; clear caveats 10. Use a real GA4 property only with explicit authorization; otherwise the sample is sufficient.
