NCMA SGV

GA4, BigQuery, and Looker Studio

Kayla Cortez

2026-05-12

Business Problem

NCMA SGV wants to understand their user engagement and wanting to reach early career professionals.

Note

The main goal of doing website analytics is to support them in growing their audience and help with stronger engagement.

Business Problem

Key Questions

  • Are there users visiting the website?
  • What channels are they coming from?
  • Which channels show stronger engagement?

So What?

  • Website behavior can help NCMA understand how users are interacting with their webiste and if the retention is good. Because their main goal is to become place where professionals and Gen Z can go to as a professional development resources.

Analysis

We used GA4 Metrics

  • Sessions
  • Total users
  • Engagement Rate

We also broke it down by

  • Traffic channel
  • Device category
  • Country

Tools and What We Found

Google Analytics 4
Website traffic and engagement data

BigQuery
GA4 event-level data and validation

Looker Studio
Interactive dashboard and visual reporting

Insights

  • Direct traffic generated the highest session volume, but engagement was low.
  • Organic Search and Referral showed stronger engagement.
  • NCMA SGV should not only focus on direct traffic volume. Organic Search and Referral should also receive credit because they may support early user interest and improve engaged sessions.