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 












  

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