2024

The analysis of user acquisition channels shows that Organic Social, Direct, and Organic Search are the main sources of new users, revealing a strong multi-channel acquisition model built around social visibility, brand recognition, and organic search demand.

Referral traffic plays a smaller role in volume, but still contributes to the diversification of the acquisition ecosystem and supports the overall reach of the ecommerce project.

From a global perspective, the website reached around 25,000 active users and around 25,000 new users, with an average engagement time of 2 minutes and 34 seconds, reflecting a solid level of user interaction across the site.

The data also highlights a strong mobile-first environment, confirming that a large share of traffic, browsing behavior, and commercial interactions happens on mobile devices, which makes mobile usability a key factor in overall performance.

In ecommerce terms, the platform combines high user volume with consistent purchase activity, allowing us to identify which channels generate not only traffic, but also stronger commercial intent and more valuable business outcomes.

Organic Search stands out as a highly efficient channel in terms of conversion quality, while Organic Social contributes a significant share of new user acquisition and top-of-funnel visibility.

This performance analysis makes it possible to identify which channels drive visibility, engagement, and commercial results, supporting strategic decision-making across SEO, content, and digital marketing actions.

2024

The measurement strategy is based on a structured event tracking system that captures both user interaction and ecommerce behavior across the entire website.

Key events such as page_view, user_engagement, scroll, and session_start provide visibility into how users navigate the site, consume content, and interact with product and category pages.

At the ecommerce level, events such as view_item, add_to_cart, begin_checkout, and purchase allow us to measure the full purchase journey, from product discovery to final transaction.

The data shows a high volume of interaction events at the top of the funnel, which confirms strong browsing activity and product exploration across a broad ecommerce catalogue.

Additional events such as form_start, form_submit, view_search_results, select_item, and click expand the analysis by showing how users search, refine, and evaluate products before making a decision.

This event-based approach enables a detailed analysis of user behavior, helping us understand not only what users do on the website, but also which interactions are most closely connected to purchase intent and commercial performance.

2024

Through GA4 Explorations, we built a complete conversion funnel from product view to purchase, allowing us to identify friction points and understand how users progress through the ecommerce journey.

The funnel analysis shows that view_item generates a strong volume of product discovery, confirming that the website successfully attracts users to product pages and creates sustained browsing activity across the catalogue.

From view_item to add_to_cart, only a smaller percentage of users continue to the next step, revealing a significant drop-off at the product evaluation stage and highlighting an important area for optimization.

However, once users add products to the cart, the progression toward begin_checkout becomes more consistent, which suggests stronger purchase intent among users who move beyond the initial browsing phase.

The final step from begin_checkout to purchase still shows notable abandonment, making checkout optimization a key opportunity for improving conversion efficiency and increasing the commercial return of existing traffic.

This type of analysis allows us to:

• Identify bottlenecks in the conversion funnel
• Improve product-page persuasion and cart progression
• Optimize the checkout experience
• Increase overall conversion efficiency without depending only on more traffic

By combining event tracking, channel analysis, and funnel explorations, the strategy provides a complete view of user behavior and ecommerce performance, establishing a strong analytical baseline for future optimization and scalable growth.