Overview: Revenue is the value of purchases. Conversion Rate is the percentage of visits that results in a purchase. Transactions is the number of purchase orders and Average Order Value is the average revenue from each of those purchases. Purchased Products shows how many different products (SKUs) were sold.

• Total Revenue - Revenue is determined by the number of purchases and the average purchase value.
• Conversion Rate - This report shows the rate at which visits to your site result in purchases. Tracking conversion rates over time is an effective way of determining whether your marketing and website are becoming more or less efficient at turning visitors into customers. Note that conversion rates are most useful as company-specific benchmarks against which to assess marketing and site effectiveness because conversion rates vary considerably across businesses (even within the same industry).
• Average Order Value - Tracking changes to the average order value over time is important to catalog sites that may change and shift which products and services they are actively marketing. Many ecommerce sites monitor this metric to see if cross promotions are working. This is an important metric that works its way into many higher level executive and shareholder reports.
• Product Overview (Product Performance) - How much of each product do you sell? This report shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell online. Click any SKU to drill down and view detail.
• Product SKUs (Product Performance) - This report shows the number of items for each SKU sold, the total revenue, the average price, and the average order quantity for each product you sell online.
• Categories (Product Performance) - How much of each product category, product, and SKU do you sell? For ecommerce sites, understanding which products are selling online is crucial for generating relevant content, promotions and advertisements. This report shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell online.
• Transactions - This report is a list of all transactions on your site, useful for auditing your transactions.
• Visits to Purchase - How many visits does it take for visitors to purchase? Understanding your sales cycle is important to the overall success of your site. This report helps you understand how many visits it takes to convert your visitors into customers and, by extension, the kind of content you need to create in order to reach your prospects.
• Time to Purchase

This report provides an overview of pageview volume and lists the pages (Top Content) that were most responsible for driving pageviews. You can also reach some useful reports that reveal how users interact with your site and statistics related to how they found your site in the first place.

• Top Content - Which are the most commonly viewed pages on your site, and how are they used? The table lists all of the pages which were viewed on your site. A high bounce rate indicates a landing page that should be redesigned or tailored to the specific ad which links to it. A high 'Time on Page' may indicate content that is particularly interesting to visitors. The significance of exits varies according to each page. For example, it may be common for visitors to exit your site from a receipt or "thank you" page because they have completed a conversion activity. In contrast, a high number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors.
• Content by Title - Which are the most commonly viewed groups of pages on your site (grouped by title), and how are they used? This report provides the same information that is in the "Top Content" report, but aggregated by title tag value.
• Content Drilldown - How popular is each page on your site and how important is the page to your business? This report allows you to view your content by drilling down into the folder structure you've set up on your site. A landing page with a high bounce rate indicates it should be redesigned or tailored to the specific ad which links to it. A high 'time on page' rate may indicate content that is particularly interesting to visitors. The significance of exits varies according to each page. For example, it may be common for visitors to exit your site from a receipt or "thank you" page because they have completed a conversion activity. In contrast, a high number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors.
• Top Landing Pages - How effectively do your landing pages entice visitors to click further into your site? You can lower bounce rates by tailoring landing pages to their associated ads and referral links and placing a clear call-to-action on each landing page.
• Top Exit Pages - From which pages do people exit your site? The significance of an exit rate varies according to each page. For example, it may be common for visitors to exit your site from a receipt or "thank you" page because they have completed a conversion activity. In contrast, a large number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors.
• Site Overlay - Site overlay allows you to navigate your site just as a visitor does, while viewing clicks, conversions, and revenue metrics for each link. As you identify your most valuable links, consider how they might be repositioned or changed to be more visible and effective. The blue bars are graphic indicators of click volume; you can also customize which statistic these bars represent using the control at the top of the page. Mouse over any bar to view metrics for that link, such as transactions, revenue earned, goal values, or goal page visits.

Do you know how many people are using your website using their smart device? As smartphones and tablet devices become more mainstream, you will need to ensure a proper visitor experience for those devices as well