Google Merch Shop What It Is And Who Operate It?

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Google merch shop is an united state based e-commerce website that sells google branded merchandise.

Google merch shop was launched in 2013 and it is an online platform for people to purchase custom-made t-shirts, mugs, phone cases, coffee mugs and other merchandise with their own designs on them.

The platform has been designed to be easy to use and it can be accessed through Google’s website or through the company’s mobile app.

And the google merch shop operate by Robertson Marketing Group, Inc. Robertson is Google’s branded merchandise partner in North America.

With team members and offices in Silicon Valley and across the United States, in Canada, and in the United Kingdom.

Robertson serves numerous fortune 500 plus clients, including global technology leaders such as Google.

The robertson team manages the online google merch shop and the google campus shop in Mountain View, California, and serves as a preferred provider for special order google branded products.

Robertson offers a full spectrum of in-house services to make it fast and easy to procure google branded products for marketing.

And other company events and projects, including design, production, and technology implementation capabilities.

Google merch shop is most often synonymous with retail sales, where businesses sell products to consumers.

Google merch shop, more narrowly, may refer to the marketing, promotion, and advertising of products intended for retail sale.

How to get your merch shop up and running today?

Google merch shop is an excellent way for people to start up their own business with little or no investment. The best part about this website is that it’s free. Anyone can sign up and start designing their products right away. This platform offers many features that make it easy for beginners to get started in merchandising such as:

  • A simple interface
  • Multiple templates and designs
  • Lots of fonts and colors to choose
  • Customisable products
  • Multiple payment options

How to help you google merch shop?

Google merch shop is a platform that helps you find, create, and manage your merchandise. You can upload designs and order customised products for your brand.

The shop allows you to create any type of merchandise for your brand, from t-shirts to phone cases.

With google merch shop, you can upload designs and order customised products for your brand with no minimums or set-up fees.

You can also use Merch by Google or Merch by Amazon as an option if you are looking to sell on Google or Amazon or want a more established business with more options.

What is a digital analytics measurement model?

The digital analytics measurement model is a framework that helps digital marketers to measure the effectiveness of their campaigns.

It is a set of metrics and measurements that are used by marketing teams to assess the success of their digital marketing campaigns.

It includes data about website traffic, page views, conversion rates and more. The first model developed in this report is the digital analytics measurement model.

The digital analytics measurement model elaborates business and website objectives in order to convert them into measurable metrics.

These metrics resonate with the ultimate managerial goals of the company and are able to objectively assess the effectiveness of its digital performances.

Moreover, developing such a model allows the digital tool to stay accurate and relevant over time.

Digital analysis for google merch shop

The purpose of this report is to provide a detailed analysis of the digital performances of the google merch shop.

By using a range of frameworks and digital theoretical tools over the period of the former 6 months.

Specifically, this section will focus on the topic of marketing and visitor acquisition, analysed through the collection of pertinent data on google analytics platform.

In order to deliver relevant observation and draw compelling solutions, the analysis will be structured into three main areas:

1. Digital Analytics Measurement Model.

2. Google Analytics Implementation Audit.

3. Key Insights Analysis & Future Recommendations.

The table below provides the details of the described model, sorted out by 3 different areas of digital marketing.

Our focus throughout the digital analysis will be to develop a consistent solution proposition for the Acquisitions’ scopes.

Digital Analytics Measurement Model For Google Merch Shop
Digital Analytics Measurement Model For Google Merch Shop

Google Analytics Implementation Audit

The following tool will be used to reveal the functionality and relevance of specific measurement metrics, in order to assign an overall score to the website digital tracking tools.

Comments On The Upcoming Audit

With the Google Merchandise Store, the key metrics to track are transaction tracking and form completion tracking.

The transactions in this scenario are the purchases made while the forms are the e-commerce forms filled during the checkout process.

It is essential for the business to understand the products that the customers purchase from the store as well as seeing which parts of the process they stop and leave unfulfilled.

Currently, tracking of transactions is working smoothly while there is not enough visibility from our end on how deep the form completion tracking works for us to determine a definitive score for this tracker.

Other important metrics are account setup & governance, goal setup, Adwords & campaign tracking, funnel setup, site search tracking, product brand tracking and event tracking.

For the website, tracking of Adwords, campaigns, the funnel, and site searches are working as defined.

Due to the simplistic nature of the campaigns, granularity of data is not optimised but it is not a tracking issue rather a campaign issue.

Apart from this issue, these trackers are working as expected and do not show any issues. For the goal setup, product brand tracking and event tracking, there are key improvements that can be made.

Due to the business wanting to open up to a wider audience outside the google network goals setup must be made more detailed to see clearer segmentation of its audience as well as highlight the desired audience.

Product brand and event tracking are working but multiple entries still fall in the “not set” bucket hence making monitoring quite troublesome especially for new viewers of the trackers.

For account setup & governance, due to the nature of the google ecosystem of websites, determining the status and score for this tracker is not solely based on the merch shop, hence no determined score and weight has been assigned.

Lastly, the determined nice-to-have metrics are tracking code deployment and error page tracking.

The site has already deployed tracking codes for multiple instances such as source of traffic, product viewing habits, etc as well as tracking for views of unavailable or decommissioned pages.

However, the deployed tracking codes may be revisited to avoid anomalies as well as discrepancies in reporting.

Should there be more content that would be included on the website such as files for download, videos to watch and specific visitor tracking.

Trackers would be needed but as of the moment are not necessarily due to current content on the website.

Implementation Table Audit

Implementation Table Audit
Implementation Table Audit

Key Insights and Future Recommendations

Digging down into the Google analytics data we developed four main insightful information that should either be addressed, boosted or changed.

In the following dashboard we graphically represented the “some as of now” relevant data that we decided to further investigate in our key insights analysis.



Insight 1: Target Market Personification

Objective: Target Market Personification

Priority Level: High

Count of Visits to Website
Count of Visits to Website

Key Trends and Insights:

1. Men outnumber the female visitors in all age groups.

2. Revenue from male visitors is higher than female visitors.

3. Similar revenue levels except at the 35 – 44 age group.

4. Audience consists heavily of members of the 25 – 34 brackets, followed by the 18 – 24 and 35 – 44 age groups.


1. Method of visiting websites heavily relies on the technology that the 25 – 34 age brackets regularly use.

2. Design, method of connecting with and user experience should reflect the 25 -34 age bracket.

3. Items sold should cater to more men and their interests.


1. Redirection of campaigns to fit the 25 -34 age bracket.

2. Goal: Increase count of male visitors ages 25 – 34.

3. Target: 10% increase in male visitors ages 25 – 34 (from 25,000 to 27,000) in 3 months.

4. Method: A/B Test

➢ A = Current Website Design.

➢ B = Male (ages 25 – 34) interest focused item as highlight (Mainly technology and media & entertainment).

➢ Hypothesis: With a specific highlighted item geared towards our strongest

➢ Demographic visits from 25 – 34 men will increase by 5%.


Website: Home page update.

Goal: Keep visitors from bouncing from the hope page.

Top content listed are Google shirts
Top content listed are Google shirts
Add Google brands above Google t-shirt segment
Add Google brands above Google t-shirt segment

Key Insight: Visitors are mostly men ages 25 – 34 and their interests are with technology, media and entertainment.

With the goal of opening to the general public, understanding the current audience can help build the main target audience of the google merch shop.

Hence, it is critical to prepare any future advertising efforts as well as website development according to the main audience determined.

The age bracket of 25 – 34 makes up most of the audience for the website. This audience group brings in the most revenue for the website.

The methods of viewing and visiting the website of this group heavily affects the incoming traffic of the website.

Hence, our methods of connecting with this group should be adjusted accordingly. This includes the ads used on different websites and platforms as well as the website layout.

As a recommended action, the google merch shop should highlight items that the 25 – 34 age groups are most interested in buying, especially the male segment of this group.

We have determined that items in the technology, media and entertainment categories are most searched for and would make sense being highlighted.

Insight 2: Count of Visits per Demographics

Objective: Shift count of visits from 1 to 2 – 5

Priority Level: Medium

Visitors and Revenue by Gender and Age Groups
Visitors and Revenue by Gender and Age Groups
Age Groups
Age Groups

Key Trends and Insights:

1. Most visits to the website (67.42%) came from people who only view the website only once in a period of 3 months.

2. Around 25% of visits come from users who return to the site 2 – 5 times.

3. Revenue per visit increases as more visits occur beyond the first.

Objective: Shift count of visits from 1 to 2 – 5 Priority Level: Medium

 ➢ Revenue at one visit is only at $0.63 per visit.

➢ Growth in revenue per visit maximises at 5 visits by a user at $6.71 per visit.

➢ 6 or more visits show fluctuating revenue and the number of visitors are very small.


1. Additional visits beyond the 1st can lead to a potential gain in revenue.

➢ Revenue at 1 visit starts at $0.63.

➢ Minimum growth of revenue per visit is $1.53 at 2 visits.

➢ Maximum growth of revenue per visit is at $6.08 at 5 visits.

2. 48.08% of the revenue comes from visitors who return to the site 2 – 5 times.

➢ Visitors who view 2 – 5 times account for 25.57% of visits.

➢ Revenue brought in by this segment is almost half of the total.

➢ Revenue for visits beyond 5 per visitor is still higher than just 1 visit but is hard to predict due to fluctuation.


Increase points of contact between the target audience and advertisements and other paid and non-paid efforts.

➢ Goal: Shift count of visits per visitor from 1 to 2 – 5 visits.

➢ Target: 30% of total visits in 3 months.

➢ Method: Introduction of advertising on Google platforms: YouTube, Waze, Google Play store, etc.

Key Insight: People who visit the site more than once have a higher revenue per visit. Majority of the visitors to the website only come once, contributing to 67.42% of the total visits.

The remaining 32.58% of visits are attributed to visitors who came to visit the site more than once.

Breaking it down, around 25% of the total visits comes from viewers who’ve returned to the site 2 – 5 times, making it a valuable chuck of the audience.

The number of one-time viewers is clearly more numerous than repeat viewers. However, on average, visitors with more visits spend at least $1.53 more and can spend up to $6.71 per visit.

The most optimal number of visits within the range of 2 – 5 as any more visits beyond this shows fluctuating revenue per visit.

As a recommended action, the google merch shop should increase its points of contact between the target audience and advertisements & other paid and non-paid efforts.

The goal of this effort is to make our visitors return to the website at least once beyond their initial visit.

We want to increase the number of visits from the 2 – 5 repeat visitors to 30% in the next 3 months.

This can be fulfilled by introducing effective advertising on more Google platforms such as YouTube, Waze, the Google Play store, etc.

Insight 3: Zoom into Referral Channel

Objective: Optimization of Referral Channel

Priority Level: Medium

Sources of Traffic and related Bounce rate
Sources of Traffic and related Bounce rate
Sources of Traffic Google Merch Shop

Key Trends and Insights:

Referral channel:

1. Drives 14.50% of visits to the website – 3rd best traffic source to the.

2. Has a bounce rate of only 20.11% – lowest compared to all the other channels.

3. Has the highest conversion rate out of all the channels (2.90%).

1. Is the 3rd best performing referral generating the second highest revenues percentage coming from the referral channel.


1. Google subsidiaries website generates high quality traffic with a good conversion rate.

2. At no additional costs, a sensitive increase in audience reach.


1. Implement a Referral of the google merch shop into the google store.

2. Make use of both google existing resources and google existing customers to achieve cross selling advantage at no additional cost:

Goal: Drive relevant traffic to the website by optimizing the referral channel.

Target: 60% increase of total visits and 2% lowered CPA in 3 months.

Method: Use of google synergies and halo effect.

Key Insight: Referral Channel is an important high visit – low bounce rate source of traffic.

Referral traffic tracks down the number of visitors that get to your page by clicking on a link from another website, instead of engaging in search engine research or direct research.

Specifically, for the google merch shop, within the analysed period, referral ranks as the 3rd highest source of traffic, providing 14.50% of the total users.

Moreover, besides being in the top 3 channels, referral also provides our website with some of its most relevant users, having the lowest bounce rate (20.11%) compared to all the other sources.

Therefore, in accordance with our acquisitions’ website goal reported in the digital analytics measurement model framework.

We decided to investigate this channel further in order to find out unexplored opportunities and key insight.

The is the third source of referral traffic for our website that generates the second highest revenue percentage (10.50%).

Given this strong performance we can assume and predict that the google subsidiary websites generate a lot of traffic at a good conversion rate.

Having collected this piece of information we looked into possible google subsidiary websites that at the moment have no referral to the google merch shop website.

Our recommendation is to insert a referral link into the google store website page. is the google e-commerce platform for all its tech products.

Given the nature of the page, which targets already a strong and loyal customer base with a medium-high willingness to pay?

We believe a strategic synergies in-between websites will drive relevant and effective traffic to the merch shop.

By adding to the google store website, a direct referral to the google merch shop.

We would be able to increase traffic among customers who have already shown their willingness to buy products.

Potentially increasing the conversion rate and the revenues generated by the referral channel.

Furthermore, this action will not require any extra costs to our website, given that we would make use of a google resource, driving our cost per acquisition down.

Insight 4: Zoom into Campaign and Paid Keywords

Objective: AdWords Maximisation

Priority Level: Low

Keywords lead to Revenue
Keywords lead to Revenue
Users Number and Revenue from Campaigns
Users Number and Revenue from Campaigns

Key Trends and Insights:

1. AdWords-YouTube brand has the most users among all campaigns.

2. Bounce rate of YouTube occupies 61.64% which is more than half of the total.

3. Transactions number, 7, which is only 4.90% of whole transactions.

4. Revenue from such a strong source only occupies 2.10% of total revenue.


1. Only a little part of keywords in search can be linked to the accurate place.

2. Some keywords have misdirection in the meaning of literature.


1. Reduce the current keywords to only those who drive revenue.

2. Test if some further keywords can fit the accurate searching result as well.

3. Shorten the path of direct search and make the link more accurate.

Target: 1% decrease in CPA and 5% decrease in bounce rate in 3 months.

Key Insight: YouTube campaign paid Keyword generates high clicks and visits but almost no revenues, representing for us an extremely high cost per acquisition.

Among all the campaigns, the user generating performance of the AW-YouTube brand category results to be much higher than the rest.

By generating 3532 users which amounts to 27.50% of all visitors. Nevertheless, the bounce rate of this campaign is the highest of all (61.64%), which leads to bad performances in transactions.

An extremely low conversion rate and consequently a very high and unprofitable cost per acquisition, for this negatively correlated phenomenon.

We suggest reducing the current keywords to only those which actually drive revenue and test if some further keywords could provide a higher conversion rate.

Moreover, in order to avoid misleading our users we recommend running and A/B testing on the website to see.

If the add on of a clear YouTube reference in the homepage will lower the bounce rate.


What is a google merch shop?

Google merch shop is an united state based e-commerce website that sells online google branded merchandise.

Who operate google merch shop?

The google merch shop operate by Robertson Marketing Group, Inc. Robertson is Google’s branded merchandise partner in North America.


To sum up our analysis, in this report we drew conclusions about the digital performances of google merch shop e-commerce platform.

We started from a broader picture on the digital analytics measurement model. In order to be sure to align ourselves with the company’s purposes and to be aware of our success metrics.

Secondly, we narrowed things down by looking at the website functionalities and its digital tracking tools, by developing the Implementation Audit.

Lastly, we drilled down into the data on marketing and visits acquisition, in order to find some useful insight for the company’s management.

Our final insights focused on finding valuable, creative and measurable growth or optimization actions in the categories of audience demographics, traffic channels and paid campaigns.

I hope you enjoyed our article about the google merch shop with digital analysis. If yes, then do share these articles with your loved ones, family, and friends.

Thank you for Reading!

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