Web Analytics Sandbox

Digital Analytics

GlowRoute's analytics account, with two years of real traffic behind it. Every figure here is counted from the same underlying sessions, so the numbers reconcile — and so do the problems hiding in them.

Your brief You are GlowRoute's first analyst. $120,000 a month runs through this account, and the CMO wants a channel cut. Open the brief

You joined GlowRoute three weeks ago. It is a direct-to-consumer skincare brand selling serums, moisturizers and SPF bundles through its own site and nowhere else. Before you arrived, nobody owned the numbers.

The business Roughly 118,000 sessions a month. About 2.8% of them buy. Gross margin is 55%, so a campaign has to return about 1.8x on ad spend just to break even.

The spend $120,000 a month: Google Ads $42K, Instagram $30K, TikTok $18K, programmatic display $18K, email $12K.

The ask Jess Tanaka, your Growth Lead, presents the quarterly review next week. The CMO has already decided she wants to cut one channel and move the money to whatever is working. Jess needs a recommendation she can defend in the room.

What nobody mentioned This account has never been audited. The tracking was set up by the agency that built the site, and no one has checked it since.

Hold three questions while you work: Which channel would you cut on today's numbers? What would you need to see before you were willing to defend that? And what is sitting in this account that would embarrass you if the CMO found it after you presented?

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