The aim of this study was to analyze the results of an advertising campaign in an online store using analytics tools offered by Google. The main objective of the study was to find out how the number of visitors, the number of purchase transactions, as well as visitors’ individual differences changed before, during and after the advertising campaign.

The first phase of the comparison took place one month before the advertising campaign. The second phase took place after the start of the advertising campaign and the third phase after the end of the advertising campaign. The comparison of results was analyzed in Google Analytics which helped to give comprehensive and accurate information from visitors as well as purchase transactions.

The main results of the work were learning about the effectiveness of an advertis-ing campaign, as well as a large increase in purchase transactions and visitors. Individual differences in users were also commendably analyzed. The study makes it easier for the case company to decide whether the advertising campaign was useful as well to consider what should be done differently with the future advertising campaigns.