There are 4 main categories that data in your Analytics account falls under:nnAudience reports give you an insight into who’s basically visiting your site.nBehavior reports will tell you everything you need to know about your site’s content, and what users actually do while visiting.nConversion reports provides you with information on how well your site is converting – that is, turning leads into actual customers.nThe Assisted Conversion report shows the top channels that contributed to conversions, but were not directly responsible for them.