GOOGLE ANALYTICS SUMMARY
MOCAP
GA4 — Core Behavioural Overview (29/09/2024 – 29/09/2025)
| Area | Data from GA (Last 12 months) | Learning | Action |
|---|---|---|---|
| Revenue & transactions | Total revenue: $2,534,678.96 · Transactions: 6,305 · Items purchased: 7,806,162 · Avg purchase revenue per active user: $13.70 | Solid e-commerce baseline with very high item volume relative to orders. | Keep checkout fast and durable; prioritize bulk-friendly patterns (quantity editing, quick add, saved carts). |
| Top products (by items purchased) | Round Vinyl Caps 2.3M · Tapered Plug Caps 633K · Plugs for Round Tubes 454K · Plugs for Square Tubes 434K · Straight Plastic Caps 421K | A handful of lines dominate demand. | Elevate these families in IA, search suggestions, and “popular sizes” shortcuts on PDPs. |
| Channels – user acquisition | Direct 27.95% · Organic Search 24.86% · Cross-network 18.03% · Paid Search 12.03% · Email 7.32% · Paid Shopping 6.09% · Referral 3.29% · Unassigned 0.40% · Display 0.32% · Organic Shopping 0.31% | Discovery is anchored in Direct + Organic; paid contributes meaningfully. | Design strong “land-and-find” experiences: clear search, obvious category entry, above-the-fold spec access on key landing pages. |
| Channels – revenue split | Direct $865,263.66 (34.14%) · Paid Search $794,494.98 (31.34%) · Organic $423,750.60 (16.72%) · Cross-network $359,347.08 (14.18%) · Referral $51,333.80 (2.03%) · Email $26,840.20 (1.06%) · Organic Shopping $9,309.37 (0.37%) · Unassigned $4,201.95 (0.17%) · Display $0.00 | Direct + Paid Search drive ~2/3 of revenue. | Ensure paid-landing templates and top entry pages have crisp CTAs, spec visibility, and fast routes to cart/RFQ. |
| Pages & screens | Homepage: 101K views · Shopping Cart: 28K · Search: 27K · RN: 15K · SQ: 14K · RVC: 13K | Search and Cart are near the top with Homepage; category/product pages are heavily used. | Treat Search as a primary feature; improve Cart UX and surface next-best actions on high-traffic pages. |
| Landing pages | Total sessions: 260,528 · (not set) 74,029 (28.41%) · /mocap_en: 22,118 · /mocap_en/rn.html: 13,106 · /mocap_en/sq.html: 8,470 · /mocap_en/rc.html: 7,890 · /plastic-caps-round-vinyl.html: 5,368 … | Significant volume lands on category/product hubs and search. | Optimize above-the-fold on these entries: immediate filters, common sizes, spec links, secondary CTAs (sample/request). |
| Events – activity | Total events: 1,802,609 · page_view: 666,810 · user_engagement: 552,024 · session_start: 262,961 · scroll: 91,321 · view_search_results: 24,938 | Heavy exploration; measurable search usage. | Invest in better on-site search (autosuggest, synonyms, category badges) and scannable content blocks. |
| Events – conversion | purchase: 6,305 · online_order_checkout: 6,305 · file_download: 2,596 · sample_request: 2,137 · contact_us_form_submission: 486 | Purchases track correctly; spec/sample/contact actions are much lower volume relative to views. | Make spec sheets, sample CTAs, and contact prompts more prominent on PDPs and top categories. |
| Devices | Desktop 71.8% · Mobile 27.1% · Tablet 1.0% | Desktop-dominant B2B behavior. | Design desktop-first tables/filters; still ensure key tasks are streamlined on mobile. |
| Geography | United States 146K · India 7.2K · Canada 5.8K · Germany 4.1K · China 2K | U.S. strongly dominant. | Prioritize U.S. content paths now; keep architecture flexible for regionalization later. |
| Search Console | Clicks: 757 · Impressions: 26,633 · CTR: 2.84% · Avg position: 8.59 · Top queries (clicks): “mocap park hills mo” 269; “mocap” 200; “mocapllc” 114 | Branded queries lead; non-brand demand is visible but smaller. | Strengthen non-brand SEO for high-value product terms and reinforce branded landings with conversion content. |
| Engagement | Average engagement time per active user: 1m50s · Average engagement time per session: 1m18s | Moderate depth; users are scanning, then acting (or bouncing). | Use compact content blocks, sticky utilities (specs, filters, “add sample”), and clear signposts. |
CLEARTEC + BECKETT
GA4 — Core Behavioural Overview (08/10/2024 – 08/10/2025)
| Area | Data from GA (Last 12 Months) | Learning | Action |
|---|---|---|---|
| Revenue & Transactions | Total purchase revenue: $670,780.77 · Transactions: 1,936 · Purchasers: ~1,550 · Avg. purchase revenue per active user: $9.36 · Items purchased: 1,314,563 · Item revenue: $529,740.00 | Solid B2B commerce baseline with high item volume per order, consistent with bulk industrial purchasing. | Keep checkout quick and reliable for repeat buyers; emphasize bulk-friendly UX (easy quantity editing, saved carts). |
| Top Products (by Items Purchased) | Square Telescopic Tubes – 238,381 (18.1%) · Round Polypropylene Plugs – 220,000 · Plastic Clear Caps – 107,335 · Round Vinyl Caps – 95,052 · Insert Box Lids – 65,985 | A small set of tube / plug lines dominate demand; typical long-tail tapering after top 5. | Elevate these high-volume families in IA, search suggestions, and homepage/landing modules (“Popular Sizes”). |
| Order Distribution | Largest orders: $7.7K – $4.2K range; biggest ≈ 1.16% of total revenue across ~1,936 orders. | Revenue evenly distributed — no single order skews results. | Continue nurturing mid-size buyers; explore loyalty or reorder tools to increase repeat rate. |
| Channels – Sessions Share | Direct 22.6% (23,377) · Organic Search 20.2% (20,911) · Paid Search 18.3% (18,934) · Cross-network 16.2% (16,778) · Paid Shopping 10.3% (10,612) · Referral 6.8% (7,039) | Balanced mix of intent-driven (search) and returning (Direct) traffic; paid campaigns have strong footprint. | Maintain healthy Paid Search coverage on top product terms; refine Direct/Referral touchpoints for retention. |
| Channels – Revenue Split | Paid Search $253,732 (37.8%) · Direct $169,965 (25.3%) · Organic $114,094 (17.0%) · Referral $64,097 (9.6%) · Cross-network $43,763 (6.5%) · Paid Shopping $16,931 (2.5%) | Search (paid + organic) generates > 50% of total revenue — performance heavily intent-based. | Strengthen Paid Search ROI monitoring; improve landing page clarity and speed to sustain conversions. |
| Pages & Engagement | Homepage 53,295 views (20,728 users) · 404 page 20,008 views · Top product clusters 10K–7K views · Cart 8,402 | Homepage + category pages handle most discovery; 404 volume unusually high. | Audit 404 links + redirects; reinforce homepage/category CTAs leading to cart / sample requests. |
| Landing Pages & Revenue Attribution | ”/” 21,773 sessions ($246,876) · /utw.html 7,399 ($11,437) · /tw.html 5,439 ($18,790) · /beckett-items.html 5,406 ($44,770) · /cart/index 712 ($61,894) | Revenue is concentrated on a small set of product-family entries — especially Beckett and checkout routes. | Optimize above-the-fold content on these entries: fast spec visibility, filters, and secondary CTAs (sample / add to cart). |
| Engagement Overview | Avg engagement time per user = 2m 09s · Engaged sessions per user = 0.73 | Moderate browsing depth; users locate what they need quickly or exit. | Use compact, scannable layouts; add sticky utilities (filters, specs, “Request Sample”) to keep users active longer. |
| Event Data – Exploration | Total events 729,027 · page_view 295,193 · user_engagement 220,911 · session_start 100,055 · scroll 28,144 · view_search_results 8,206 | Strong content exploration and on-site search use — findability central to workflow. | Enhance search UX (autosuggest, metric/imperial toggle clarity) and highlight “search tips” on high-traffic pages. |
| Event Data – Conversion & Micro-Events | purchase 1,936 · sample_request 925 · file_download 853 · live_chat_click 662 · contact_form 263 | Micro-conversions exist but remain small compared to browsing volume. | Increase visibility of spec downloads + sample CTAs on PDPs; promote “talk to sales” options for hesitant buyers. |
| Users & Sessions | Users 71,764 · New users 70,695 · Sessions 103,488 | Nearly all users are new; low returning ratio. | Encourage repeat visits — implement remarketing / email follow-ups for sample or cart abandoners. |
| Geography | U.S. 81.0% (58,071) · Canada 3.6% · China 2.6% · India 1.9% · U.K. 0.99% · Germany 0.99% | Strong U.S. dominance; small but global reach across Asia / EU. | Prioritize U.S. messaging now; design scalable structure for multilingual regional roll-outs later. |
| Devices & Technology | Desktop 65.3% · Mobile 32.1% · Tablet 2.6% · Browsers: Chrome 58.3%, Safari 21.2%, Edge 12.3%, Firefox 4.0% | Desktop-first usage pattern; Edge users unusually engaged (4m 19s avg) and valuable. | Keep desktop as baseline for table / filter UX; still ensure full mobile parity for search + checkout. |
| Tracking Validation | Key micro-events (purchase, sample, contact, download, chat) tracked successfully; search event (8,206) present. | Tracking foundation is healthy — allows full funnel visibility. | Maintain event hygiene; extend tracking to outbound links and form errors for deeper UX insight. |
| Behavioural Patterns & Takeaways | Search and category exploration dominate; checkout pages high visibility; 404 volume high; Paid Search leads revenue. | Users act like self-service engineers — they expect tools (filters, zooms, configurators). | Prioritize interactive tables, better filter feedback, and visual affordances on product imagery. |
COMPARISON BETWEEN MOCAP AND CLEARTEC + BECKETT
GA4 — Core Behavioural Overview (Last 12 months)
| Dimension | MOCAP | Cleartec + Beckett | Comparative Insight | Conclusion / Recommendation |
|---|---|---|---|---|
| Total Revenue (12 months) | $2.53 M | $670 K | MOCAP’s revenue is roughly 3.7× higher. | MOCAP is the commercial powerhouse of the group, likely benefiting from higher traffic and broader SKU visibility. Cleartec/Beckett serve as strong niche support brands. |
| Transactions / Orders | 6,305 | 1,936 | MOCAP has >3× the order count, aligning with its larger revenue. | Indicates more consistent order flow and potentially stronger repeat activity. Cleartec/Beckett may have longer research-to-purchase cycles. |
| Average Revenue per Active User | $13.70 | $9.36 | MOCAP users are slightly higher value. | MOCAP users are more transaction-oriented; Cleartec/Beckett visitors behave more as top-funnel researchers. |
| Items Purchased | 7.8 M | 1.3 M | MOCAP sells roughly 6× the item count. | Confirms MOCAP’s catalog depth and its role as the bulk-order B2B driver. |
| Top Products | Vinyl & Plug Caps dominate (2.3 M+ units) | Telescopic & Polypropylene Tubes lead (~238 K units) | MOCAP is protection-hardware heavy (caps/plugs); Cleartec/Beckett skew packaging/display (tubes/lids). | Each brand covers distinct needs; future IA should clarify these product ecosystems under one umbrella. |
| Traffic Channels — Sessions | Direct 28%, Organic 25%, Cross-network 18%, Paid 12%, Email 7% | Direct 23%, Organic 20%, Paid 18%, Cross-network 16%, Shopping 10% | Both rely on Direct + Search, but MOCAP leans slightly more organic; Cleartec/Beckett invest more in Paid Search. | MOCAP can further scale its paid campaigns with proven ROI; Cleartec/Beckett may benefit from stronger organic content and backlink strategy. |
| Revenue by Channel | Paid Search 31%, Direct 34%, Organic 17% | Paid Search 38%, Direct 25%, Organic 17% | Paid Search drives both, but Cleartec/Beckett depend more heavily on ads. | Diversify Cleartec/Beckett’s acquisition to reduce ad reliance; improve SEO and referral partnerships. |
| Engagement Depth | Avg user 1m 50s | Avg user 2m 09s | Cleartec/Beckett sessions are longer. | Suggests higher research behavior — users compare specs and materials; optimize educational content and spec-driven UX. |
| Events (Engagement Volume) | ~1.8 M total events | ~729 K events | MOCAP logs 2.5× more total engagement. | Reflects scale and traffic differences; both sites show strong exploration, but Cleartec/Beckett users are fewer and more deliberate. |
| Micro-Conversions | purchase 6,305 · sample 2,137 · file_download 2,596 · contact 486 | purchase 1,936 · sample 925 · file_download 853 · contact 263 | Similar conversion ratios; volumes scale with traffic. | Promote spec-sheet and sample CTAs more visibly on all brands to grow pipeline. |
| Devices | Desktop 72%, Mobile 27%, Tablet 1% | Desktop 65%, Mobile 32%, Tablet 2.6% | Both are desktop-first; Cleartec/Beckett slightly higher mobile share. | Maintain desktop-optimized tables, but ensure mobile parity for filters + checkout. |
| Geography | U.S. dominant (146 K users), then India / Canada / Germany / China | U.S. 81%, then Canada / China / India / U.K. / Germany | Both strongly U.S.-centric. | Localize gradually; modular CMS architecture should support region-specific content later. |
| Search Console / On-Site Search | 26 K impressions · CTR 2.84% · branded queries lead | 8,206 internal search events; strong on-site exploration | MOCAP indexed more broadly; Cleartec relies on internal search. | Strengthen cross-linking: from MOCAP’s organic landings to Cleartec products for complementary traffic flow. |
| 404 / Technical | Moderate (not highlighted as issue) | High 404 volume (20 K views = ~19% of homepage views) | Cleartec’s site has link/redirect problems. | Audit legacy URLs; create redirect map before site migration. |
| Behavioural Pattern Summary | Search + Cart among top pages; users scan quickly, then act. | Category + Checkout pages central; users explore deeply, but slower path to conversion. | MOCAP visitors behave like repeat buyers; Cleartec/Beckett visitors behave like spec-seekers. | Design differentiated UX: MOCAP = speed & repeat tools; Cleartec = spec clarity & sampling prompts. |
Synthesis & Key Conclusions
Scale Difference:
MOCAP is the revenue and transaction engine (~3–4× larger). Its behavior reflects high-volume industrial purchasing. Cleartec + Beckett serve smaller but more research-heavy audiences, acting as lead-generation and brand-education channels.
Channel Mix Divergence:
Both rely on search, but Cleartec’s dependency on Paid Search and referrals suggests weaker organic visibility. MOCAP’s organic reach is stronger, supporting a more stable acquisition base.
User Intent Contrast:
MOCAP users behave like returning buyers—shorter sessions, faster checkout.
Cleartec + Beckett users are information gatherers—longer sessions, more engagement before action.
Conversion Funnel:
Both track purchases and micro-events effectively, but Cleartec/Beckett’s smaller sample and download counts point to weaker conversion optimization on key product pages.
Technical Gaps:
Cleartec’s 404 issue is the largest UX leak across both ecosystems.
MOCAP’s tracking and funnel integrity appear stronger and more complete.
Device Behavior:
Both sites are desktop-led, consistent with B2B contexts, but mobile now represents nearly one-third of Cleartec traffic — an argument for stronger responsive design parity.
Strategic Implication:
- MOCAP: Focus on scaling performance and refining speed of purchase (bulk tools, saved carts, advanced filters).
- Cleartec + Beckett: Focus on discoverability, reducing friction in spec browsing, and leveraging educational content to turn research into conversion.
Unified-Platform Opportunity:
Cross-brand migration to a unified architecture (Shopify or equivalent) can streamline user journeys: shared search logic, unified cart, and consistent tracking. It will also allow regional flexibility and data-driven optimization across all product families.