A complete GA4 analytics audit for ThreadDrop, a fictional online fashion brand experiencing stalled revenue despite growing traffic. Built using the Google Analytics 4 Demo Account (Google Merchandise Store) for February 2026.
ThreadDrop's traffic was growing but revenue had stalled. Management could not identify the cause — was it the website, the mobile app, the marketing campaigns, or the product range?
This analytics audit used 12 GA4 reports to diagnose the problem with precise, data-backed evidence.
- Mobile users = 46.6% of audience but generate only 4.3% of revenue ($6,724 vs $149,595)
- Mobile purchase completion rate from product viewers: 2.32% vs desktop 6.46%
- Mobile checkout abandonment rate: 71.26% — nearly 3 in 4 mobile users who reach payment do not complete it
- Root cause: broken mobile checkout experience, not a product or pricing issue
- 93.6% of total revenue ($147,692) comes from the United States alone
- India = 3rd largest traffic source globally (5,691 sessions) yet generates just $193 in revenue ($0.04 per user vs $6.01 in the US)
- South Korea (910 sessions) and Brazil (730 sessions) generate zero revenue
- Implication: marketing spend on non-US geographies is delivering near-zero return
- 956K total events and 1m 05s average engagement time look healthy on the surface
- Path Exploration reveals: of 15,130 users who viewed a product, 42.5% go back to browsing rather than adding to cart
- Only 10.1% of product viewers proceed to add_to_cart
- Users appear active but product pages are failing to convert intent into action
| Channel | New Users | Revenue per User |
|---|---|---|
| 41 | $8.97 | |
| Cross-network | 1,898 | $5.34 |
| Referral | 1,934 | $2.24 |
| Direct | 31,022 | $2.92 |
| Paid Search | 1,682 | $2.07 |
| Organic Social | 309 | $1.52 |
Email users generate 4x more revenue per person than Paid Search — yet Email receives a fraction of the budget and attention.
| # | Report | Purpose |
|---|---|---|
| 1 | Traffic Acquisition | Channel performance and session quality |
| 2 | User Acquisition | First-touch attribution and new user revenue |
| 3 | Engagement Overview | Session depth and engagement metrics |
| 4 | Pages and Screens | Product page behaviour and top content |
| 5 | Events Report | Ecommerce funnel event volumes |
| 6 | Demographics | Geo revenue distribution by country |
| 7 | Tech Overview | Device and platform split |
| 8 | Funnel Exploration | Cross-device purchase funnel drop-off |
| 9 | Path Exploration | Post-product-view user behaviour |
| 10 | Free Form Exploration | Channel x Revenue matrix |
| 11 | Cohort Analysis | Weekly user retention rates |
| 12 | Monetization Overview | Revenue health and top products |
| Metric | Value |
|---|---|
| Total Revenue | $156,683.80 |
| Total Sessions | 78,370 |
| Total Users | 59,141 |
| Total Purchases | 940 |
| Avg Revenue per Active User | $2.75 |
| Overall Engagement Rate | 44.76% |
| Top Product | Google Pen White (624 units) |
| Top Revenue Country | United States ($147,692) |
- Fix mobile checkout — audit the payment flow on mobile, reduce form fields, enable one-tap payment options
- Reallocate marketing budget — reduce spend on low-ROI channels, invest in Email and Referral
- Improve product page conversion — add urgency signals, social proof, and clearer CTAs to reduce ghost browsing
- Geo-targeted strategy — pause paid spend in zero-revenue countries or build geo-specific landing pages
├── ThreadDrop_GA4_CaseStudy.pptx # Full presentation deck ├── ThreadDrop_Case_Study_GA4_Reports.pdf # All 12 GA4 report extractions └── README.md
Google Analytics 4 Demo Account — Google Merchandise Store Period: February 2026
Note: ThreadDrop is a fictional brand created for this case study. All data is sourced from the publicly available Google Analytics 4 Demo Account.
Harshit Saraf PGDM Business Analytics — Vivekanand Education Society's Business School, Mumbai LinkedIn · GitHub