Overview of TRI’s GA4 Data Analysis

Analysis over a 28-day observation window

Ashley Lee

2026-05-10

About This Analysis

  • Client: Trauma Resource Institute (TRI) — a nonprofit offering trauma-informed trainings for clinicians and communities
  • Data: 28-day obeservation window GA4 event-level data (~3,700 sessions)
  • Analysis Goal: Understand what drives users from a page view to a booking conversion, and implement strategies to improve bounce rates
  • Tools: R, Quarto, SQL, BigQuery, GA4

Analytical Observation Goals:

  • Improve conversion rates across the TRI site.

  • Do users who view more pages convert at higher rates?

  • Which traffic sources and devices drive the most engaged visitors?

Key Metrics

Finding 1: Most Users Never Go Beyond 1 Page

Finding 2: Conversion Rises Sharply at 4+ Pages

Finding 3: Device Breakdown

Finding 4: Top Traffic Sources

Key Insights & Recommendations

  • 60% of sessions end after 1 page — TRI’s biggest opportunity is improving early-session engagement
  • 4+ page sessions convert 5–28x higher — content depth = strong booking intent
  • Mobile drives volume, Desktop drives conversions — optimize mobile UX for conversion opportunities
  • Training page views correlate with conversion — promote training content earlier in the funnel

Thank You!