Analytics & CRO Reference (MBA DM)

What to open in the GA4 demo (lab)

  1. Traffic acquisition — which channels bring users?
  2. Engagement — pages/events; where time dies
  3. Conversions / key events — did the desired action fire?

Meta Insights: use for creative and audience diagnostics on paid social—not as a substitute for site analytics.

Attribution (manager literacy)

Model Risk
Last-click Undervalues awareness channels
First-click Undervalues closer channels
Data-driven / multi-touch Better when volume exists

For the memo: pick one clear funnel leak; don’t debate attribution theory at length.

Insight memo checklist

  • Business question stated
  • 1–2 labelled screenshots
  • Primary leak named (step + segment if relevant)
  • Three specific actions
  • Expected impact metric (e.g. +X% form completion)

CRO tools (current)

Use Microsoft Clarity (free), builder-native A/B if available, or paid tools (VWO, etc.). Do not plan on Google Optimize (sunset).

Nepal measurement notes

  • Confirm GA4 + GTM ownership sits with the client (see account ownership post).
  • If leads close on WhatsApp, plan an offline / call conversion path — last-click on the thank-you page alone undercounts.
  • For class demos, label whether a spike is festival season vs campaign change before claiming causality.
  • Practitioner depth: Google Analytics Nepal · conversion tracking.

Optional reading: Google Analytics Nepal.

Real cases (cite in Weeks 2 / 7)