This project involves analysing user behaviour and performance data using Google Analytics 4 (GA4) and visualising insights through Looker Studio. The objective is to evaluate user demographics, acquisition channels, engagement patterns, conversion behaviour, and revenue performance using the GA4 demo account (Google Merchandise Store) within specified date ranges. The analysis includes standard reports and advanced explorations such as free-form, funnel, segment overlap, cohort, and user lifetime explorations. Insights derived from this data are supported with screenshots and structured explanations to demonstrate accurate interpretation of user journeys, conversion rates, and marketing effectiveness. The project aims to build data-driven insights that can inform optimisation of user experience, marketing strategies, and business performance.