The logical, data-driven action is to swap the company blog link with the link to the New Spring Collection, since path exploration shows 70% of new users already head to that collection page from the homepage.
Correct Answer
Swap the company blog link with the link to the New Spring Collection.
Why is this the correct answer?
The right action is to swap the company blog link with the link to the New Spring Collection. Path exploration has shown what new users actually do: 70% head to the collection page, which means the site's navigation is working against its visitors by giving prominence to content they do not want. Promoting the collection link and demoting the blog reduces the effort needed to reach the page most people are looking for, which usually improves both engagement and conversion. This is what acting on analytics looks like — a specific change to the experience, based on observed behaviour, that can then be measured. The other options either spend more money without fixing the friction, change a sharing setting that has no effect on users, or leap to a revenue conclusion the exploration never tested.
Why are the other options wrong?
Increase advertising spend on campaigns that lead new users to the homepage.
More spend sends additional users into the same awkward navigation. The finding is about the on-site experience, not about traffic volume.
Change the path exploration’s sharing settings to give colleagues edit access.
Sharing settings control who can edit the exploration. They change nothing for users on the website.
Conclude that the New Spring Collection is the only page that generates revenue.
Path exploration shows navigation, not revenue. Concluding that one page generates all the revenue goes well beyond what the data shows.
Real-world example
A clothing retailer moves 'New Spring Collection' into the primary navigation slot held by the blog. Clicks from homepage to collection rise from 70% to 84% of new users, average steps to a product page falls, and homepage-assisted revenue increases without any additional ad spend.
Topics in this question
About the Google Analytics Certification (GA4)
The Google Analytics Certification tests your understanding of GA4: how data is collected through events, how accounts, properties and data streams fit together, and how to use standard reports, explorations and audiences to answer business questions.
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