Data Analytics — Niveditha Shetty

Context

Built and maintained a GA4 performance dashboard for a B2B SaaS company's marketing website. Connected live GA4 data via Coefficient into Google Sheets for ongoing visibility across channels, devices, bounce rates, and top landing pages.

What I Tracked

Traffic by Channel Bounce Rate Session Duration Device Breakdown Top Landing Pages New vs Returning

1,691

Total Users

2,169

Sessions

70.8%

Bounce Rate

1:30

Avg. Session Duration

Traffic by Channel

Channel	Users	Sessions	Bounce Rate	Avg. Session
Direct	548	691	67.9%	1:32
Display	488	635	83.8%	0:57
Organic Search	253	364	44.8%	2:40
Referral	198	238	68.5%	1:34
Organic Social	119	124	87.9%	0:11
Paid Search	88	102	83.3%	1:03

Full Dashboard

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Context

Practice project on a sample dataset of 20 ad campaigns across four channels (Email, Search, Social Media, Display) running January through May 2024. The dataset was intentionally seeded with dirty data — extra whitespace, inconsistent capitalisation, and mixed-case channel names — to practice real-world data cleaning before analysis.

Tools used: Excel with structured tables, VLOOKUP, XLOOKUP, TRIM/PROPER/SUBSTITUTE, pivot tables, and conditional performance grading logic.

What I Did

Data Cleaning TRIM / PROPER / SUBSTITUTE VLOOKUP + XLOOKUP Pivot Tables ROAS Calculation CTR Analysis Channel Benchmarking Performance Grading

Dataset Overview

3.51x

Overall ROAS

$280K

Total Revenue

$79.8K

Total Spend

2,281

Total Conversions

Performance by Channel

Channel	Spend	Revenue	ROAS	Conversions	CTR	Verdict
Email	$9,200	$77,720	8.45x	732	5.00%	Top performer
Search	$24,450	$122,780	5.02x	877	7.44%	Strong ROI
Social Media	$22,400	$52,520	2.34x	425	2.87%	Mid-tier
Display	$23,800	$27,080	1.14x	247	1.82%	Underperforming

Key Findings

Email delivers 8.45x ROAS on minimal spend

All four email campaigns hit exactly 8.8x ROAS — the most efficient channel at $9.2K spend vs $77.7K revenue. Lowest cost-per-conversion by a wide margin. Scaling email should be the first recommendation.

Search drives the most absolute revenue

$122.8K in revenue — Shopping Ads (May) alone returned $35.8K on $7.65K spend. Search has the highest CTR at 7.44%, consistent with high purchase intent. Spring Launch (March) was the standout campaign at 5.26x ROAS.

Display is spending without returning

$23.8K spend, $27.1K revenue — a near break-even. Brand Awareness Q1 returned $0.64 per $1 spent. Display's 521K impressions suggest reach, not conversion. Budget reallocation to Email or Search would improve overall ROAS.

Revenue grew 277% from January to May

From $24.2K (Jan) to $91.2K (May), with the May jump driven by Shopping Ads and increased Email volume. April dipped -13.5% MoM — no Email campaigns ran in the North region that month.

Pivot Tables

By Channel — ROAS, Spend, Revenue

Channel	Avg ROAS	Spend	Revenue
Display	1.20x	$23,800	$27,080
Email	8.44x	$9,200	$77,720
Search	5.25x	$24,450	$122,780
Social Media	2.52x	$22,400	$52,520
Grand Total	4.35x	$79,850	$280,100

By Month — Profit, ROAS, Spend, Revenue

Month	Profit	Avg ROAS	Spend	Revenue
Jan	$14,900	3.67x	$9,300	$24,200
Feb	$35,560	4.40x	$13,000	$48,560
Mar	$43,730	4.44x	$18,550	$62,280
Apr	$39,330	4.99x	$14,550	$53,880
May	$66,730	4.15x	$24,450	$91,180
Total	$200,250	4.35x	$79,850	$280,100

Revenue by Region x Channel

Region	Display	Email	Search	Social	Total
East	$11,640	$45,600	—	—	$57,240
North	—	—	$19,460	$44,400	$63,860
South	$8,360	$32,120	$35,840	—	$76,320
West	$7,080	—	$67,480	$8,120	$82,680
Total	$27,080	$77,720	$122,780	$52,520	$280,100

By Campaign Manager — ROAS, Spend, Revenue

Manager	Avg ROAS	Spend	Revenue
James L.	1.36x	$24,600	$32,000
Mike T.	2.12x	$19,100	$39,200
Priya M.	8.44x	$9,200	$77,720
Sarah K.	4.93x	$26,950	$131,180
Total	4.35x	$79,850	$280,100

Campaign Analysis Report

Full report: data cleaning, 20-campaign table, channel performance, pivot analysis by channel / month / region / manager, and key findings.

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Data Analytics.