Step 10. Analyze your visitors, revenues, ad campaigns 

 49 

B. Analyze eCommerce revenues 

Like any business, the better you understand your customers, the 

more sales and leads you will create.  

The information you get in the 

eCommerce

 category of reports 

helps you put your emphasis on what is most important. The 

reports show how well each traffic source performs in terms of 

revenue, registrations, subscriptions, etc. You get full details on 

each transaction, and see an audit of how a visitor becomes a 

buyer, for example what pages he viewed and where he came 

from: 

eCommerce summary 

Revenue 

Transactions 

Average Order Size 

Revenue per Visit 

Activity overview 

Activity by Search engine 

Activity by Search keyword 

Activity by Referring site 

Activity by Country 

Please do not forget to look at both the 

Efficiency of referrers

report and the 

Transaction Time Cycle

 report. 

C. Analyze ad campaigns 

If you have a marketing budget to promote your site, and you 

use any type of online media (paid search, banners, text links, 

etc.), you should track and analyze your ad campaigns.  

The 

Campaigns

 category reports enable you to find out which 

resources are worth investing in and which are not. You will 

get a full and detailed account of the campaigns that you are 

running. They include visits and actions for each campaign 

generated, e.g. 

Google AdWords ($2000 budget) produced 

5,832 visits, 126 orders totaling $ 9254 in revenues, plus 537 

newsletter subscribers

 and 417 catalog requests: 

Activity by Campaign 

Cost of Visit by Campaign 

Cost of Action by Campaign 

ROI