📊 Lecture Slides
Session 7: Analytics & Reporting (1 hour 15 min)
- GA4 setup & key metrics
- UTM tracking strategies
- Creating actionable reports & calculating ROI
💡 Click the session above to view full-screen presentation with navigation
Learning Objectives
- Install and configure Google Analytics 4
- Implement UTM parameters for campaign tracking
- Analyze traffic sources and user behavior
- Create a performance report with ROI calculation
Key Concepts
Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.
Google Analytics 4 (GA4)
GA4 records events: page views, scrolls, clicks, form submits. You mark the important ones (such as a WhatsApp button click) as key events. Setup in brief: create a property → add a web data stream → install the tag (or Google Tag Manager) → mark key events → check data in Realtime and DebugView.
Key metrics
| Metric | Meaning |
|---|---|
| Users | Approximate number of people who visited |
| Sessions | Visits |
| Engagement rate | Share of sessions with meaningful activity |
| Key events | Number of important actions (orders, clicks) |
| Session source / medium | Where visitors came from |
UTM parameters
UTMs are tags added to links so GA4 knows which campaign sent the visitor: utm_source (e.g. instagram), utm_medium (e.g. social), utm_campaign (e.g. momo_week). Use lowercase and consistent names. Google’s Campaign URL Builder creates them.
ROI
ROI = (Value − Cost) ÷ Cost × 100. Value can be revenue or, more strictly, gross profit.
Insight → action
A good report does not just show numbers. Each insight should lead to an action: what happened, why it matters, what we will do next.
Activities (Hands-on)
- GA4 Setup: Create account and install tracking code
- UTM Builder: Generate 5 tracking links for different channels
- Reporting: Analyze acquisition data to find top performing channels
- Pull key charts/tables (users, sessions, engagement, traffic sources)
- Write three insights and three actions
Worked Example: Sajilo Momo Monthly Report
UTM links (example.com used as a placeholder domain):
| Channel | Link |
|---|---|
| Instagram bio | example.com/menu?utm_source=instagram&utm_medium=social&utm_campaign=momo_week |
| Facebook post | example.com/menu?utm_source=facebook&utm_medium=social&utm_campaign=momo_week |
| Welcome email 3 | example.com/menu?utm_source=momo_club&utm_medium=email&utm_campaign=welcome |
| Google Ads | example.com/menu?utm_source=google&utm_medium=cpc&utm_campaign=delivery |
| Counter QR code | example.com/menu?utm_source=counter&utm_medium=qr&utm_campaign=momo_club |
Results by source:
| Source / medium | Sessions | WhatsApp clicks (key event) |
|---|---|---|
| instagram / social | 900 | 72 |
| google / cpc | 400 | 40 |
| momo_club / email | 150 | 24 |
| facebook / social | 300 | 12 |
ROI: costs were Rs. 8,000 in ads and boosts plus Rs. 2,000 for printing = Rs. 10,000. Tracked orders: 120 × Rs. 400 = Rs. 48,000 revenue. At a 40% gross margin, gross profit = Rs. 19,200.
- ROI on revenue = (48,000 − 10,000) ÷ 10,000 × 100 = 380%
- ROI on gross profit = (19,200 − 10,000) ÷ 10,000 × 100 = 92%
Insights and actions:
- Email converts best (16% of sessions click WhatsApp) → grow the Club with the counter QR code.
- Instagram brings the most clicks → post two Reels a week.
- Facebook converts weakly (4%) → test an offer post before cutting it.
Common Mistakes
| Mistake | Better approach |
|---|---|
| Not marking any key events | Mark WhatsApp, call, and form clicks as key events |
| Inconsistent UTM names (Instagram vs instagram) | Use a lowercase naming sheet for all links |
| Reporting numbers without meaning | Write insight + action for each finding |
| ROI counting only ad spend | Include printing, tools, and creator costs |
Deliverables
- GA4 Setup & Metrics (Screenshots of Property ID, Events)
- UTM Tracking List (5 generated URLs)
- Performance Report Dashboard (Screenshot showing traffic/metrics)
Mini Rubric (10 pts)
Matches Assignment 7:
- GA4 Setup: Correct installation and data collection (3)
- Events & Metrics: Meaningful metrics and custom events (3)
- UTM & Reporting: Correct structure and useful dashboard (4)
Key Takeaways
- GA4 is event-based; mark business actions as key events.
- UTMs let you compare channels accurately.
- ROI = (value − cost) ÷ cost × 100; state whether value is revenue or profit.
- Every report insight should lead to an action.
Exam-Style Questions
Short answer
- What is a key event in GA4?
- List the three required UTM parameters.
- Write the ROI formula.
- What is the difference between users and sessions?
Long answer / practical
- Create five UTM-tagged links for a campaign across different channels and explain how you would read the results in GA4.
- A business spends Rs. 15,000 on a campaign and tracks Rs. 60,000 in sales at a 35% margin. Calculate ROI on revenue and on gross profit, and write two insights with actions.
