What You Build Here Actually Matters
This isn't about ticking boxes or following templates someone handed you. Every project starts with data that tells a real story—traffic patterns that reveal user behavior, keyword gaps that competitors missed, or conversion paths that break halfway through.
You're working with actual analytics platforms, not sanitized case studies. The numbers change. Sometimes they get worse before they get better. That's how this works.
We're focused on SEO analytics because that's where strategy stops being abstract and starts being measurable. You'll interpret search console data, build reporting systems that stakeholders can actually use, and figure out why organic traffic dropped 30% last Thursday.
The projects here reflect what you'd encounter in an agency or in-house role. Messy data sources. Conflicting priorities. Metrics that don't align with what the client thinks they need.
By the end, you'll have a portfolio that shows you can navigate Google Analytics 4, set up proper tracking implementations, and present findings without drowning people in jargon.
Recent Work From Students
These projects represent different stages of the program. Some tackle single-channel analysis, others build comprehensive reporting frameworks. All of them solve problems with real business implications.
Conversion Funnel Reconstruction for Regional Retailer
Rebuilt tracking architecture for a multi-location retailer after their GA4 migration lost critical event data. Mapped 14 conversion touchpoints, implemented custom dimensions for store attribution, and recovered 8 months of historical comparison data through BigQuery exports. The new funnel visualization reduced reporting time by 60% and identified a checkout flow issue that was costing 2,400 transactions monthly.
Core Web Vitals Impact Analysis
Correlated page speed metrics with ranking changes across 240 pages. Found that CLS improvements above 0.1 showed measurable ranking gains within 6 weeks.
Competitor Gap Analysis System
Built Python script to compare keyword rankings across 5 competitors monthly. Identified 82 high-value terms where Liravontiqo authority matched but content depth didn't.
Multi-Touch Attribution Model
Compared last-click vs. data-driven attribution for SaaS client. Organic search contribution increased from 12% to 31% under data-driven model, shifting budget allocation.
GMB Performance Tracking Dashboard
Created Looker Studio dashboard tracking 18 locations' Google Business Profile metrics. Automated weekly reports showing search vs. maps traffic, direction requests, and photo engagement.