E commerce customer behaviour analytics

Project: Analytical System Based on BigQuery with Google Analytics 4 Integration

Goal

Creation of an analytical platform for a deep understanding of user behavior patterns on the website, including:

• Depth of interaction and user journey on the site
• Most popular product cards and pages
• Behavior during purchase: what, when, and how users buy
• Activity by hours of the day: when users are most active, when purchases are made
• Demographics: gender, age
• Traffic channels and behavior for each of them
• Session duration, scrolling, device type, browser, screen size
• Scalability to include new data sources

Implementation Stages

1. Building the Data Collection and Analysis System

• Using Google BigQuery as the main data repository.
• Integration with Google Analytics 4 to collect the most complete set of parameters.
• Normalization and structuring of data for further analysis.
  
  

2. Automated Integration of Streaming and Historical Analytics

• Setting up automated streaming data export from GA4 in real-time (via Dataflow, Pub/Sub, or other ETL tools).
• Automatic updating and processing of historical data for retrospective analysis.
• Ensuring a stable and scalable pipeline for continuous data flow.
  
  

3. Data Visualization

• Creating an interactive dashboard (for example, in Looker Studio, Power BI, or Tableau).
• Filtering and segmenting data by key parameters.
• Displaying behavioral trends, demographics, traffic channels, conversions.

Scalable Architecture

The system should be built with future integration of additional data sources in mind:

• Facebook Pixel, TikTok Pixel — for tracking user behavior from advertising platforms
• Meta Ads Manager — for analyzing the effectiveness of advertising creatives
• Combining data from various sources to build a complete customer journey
  
  Currently, we are looking for a performer for the first stage of work, but with experience in implementing similar projects. After the implementation of the first stage - the second, third....
  The project budget will be determined based on direct communication with the performer.