The Google Merchandise Store measurement plan
Business Objective: Sell merchandise that promotes the Google brand
You can think of the Google Merchandise Store as an average, medium-sized e-commerce business. At the top of their measurement plan is the main objective of the store, which is to sell branded merchandise that promotes Google.
Strategy: Create an online advertising campaign that directs customers to the Store website to purchase Google-branded merchandise
To accomplish their objective, the Google Merchandise Store has a strategy to create an advertising plan that makes it easier for customers to purchase Google-branded merchandise.
You can view your KPIs using different segments to see insights about your business, such as what traffic sources are driving referrals or driving conversion rates on your website. To analyze their KPIs, the Google Merchandise Store will use segments for Customer Demographics, Traffic Sources, Device Type, and User Category.
Segment: Customer Demographics
Segment: Traffic Sources
Traffic Sources can help the Store understand where users are coming from.
Segment: Device Type
Segment: User Category