Fundamental reports useful for e-commerce in Google Analytics reports

The most fundamental E-Commerce metrics – revenue and conversion rate – can be found in the top section of the E-commerce Overview report. Simply navigate to Conversions – Ecommerce – Overview.

Additionally, you can measure the success of individual products at the bottom of the Product Performance report, also under the Conversions – Ecommerce section.

While these reports give you information about your key metrics, there are additional reports that will give you very valuable insights into your business.

The Channels report will show you how your customers get to your site- both the total traffic (users, sessions) as well as the traffic that converted on your site (revenue, conversions). Navigate to Acquisition – All Traffic – Channels. Use this information to get a better understanding of your marketing channels and make decisions on marketing budget allocations.

While the Channels report gives you insight into where your users come from, the Behavior Flow report lets you see how they navigate through your site. Find this report in the Behavior section.

The Mobile Overview report tells you what devices your users are on when they interact with your site. This can be helpful for understanding how to attract these users and to prioritize your Product and Engineering resources across the platforms. You can find this report in the Audience – Mobile section.

While the reports mentioned in the previous sections are ones that should be monitored on a regular basis and describe day-to-day operational performance, there are two key reports in Google Analytics that speak to the long-term health of your business.

The LifeTime Value and Cohort Analysis reports give insights into the long term value of the users you acquire. You can find both reports in the Audience section of Google Analytics.

The lifetime value report allows you to plot the value of your customers through their first 90 days and lets you cut the analysis by acquisition channel. This gives you a richer perspective of the value of your marketing channels. On the other hand, the cohort analysis allows you to divide users into cohorts based on when they were acquired and follow their behavior for up to 90 days, so you can compare cohorts against each other.

Google Analytics provides many different reports to drill into different aspects of your business.