Web analytics is essential for online shops. By understanding the behaviour of your customers, you can define appropriate strategies to increase your sales. This is why you should be familiar with your key figures. By monitoring the frequency of impressions on your website, you will get a sense of how efficient your content is. Apart from that, you should also keep an eye on your five most viewed pages. You can derive the average order value, if you know the number of orders. Finally, we advise you to be aware of the number of page visitors within the last three months.