Analytics reports

After logging into the NG analytics area, a total of five tabs are available at the top—the last one opens the Reports area. Here, you can create reports to analyze and visualize analytics data. You can also save report templates to reuse the same KPIs.

Click New to create a report from scratch. Click From template to start from an existing template. In the latter case, give the report a new name first so the original template is not overwritten when you save.

Note: Change the name before saving.

The terms “report” and “template” are interchangeable here. Any report can be used as a template, and every report appears in the templates list.

NG report area

NG provides a ready‑made Standard Report with common analyses such as search and click history, most‑searched terms, top revenue terms, and more.

Create a report

After clicking New, an empty report opens. Give it a name first.

Create new report

Each report element consists of two parts:

1. presentation type (a "building block" such as text or table)

2. data source

Drag and drop a building block into the canvas, then link it to data from the history or favorites.

Further editing options are available. For example, use the gear icon on the top-right of a table to configure which KPIs are visible.

Edit table config

Existing reports/templates can be revised and adapted in the same way.

Background and application examples

It is very important to keep an eye on certain key figures at all times in order to be able to derive optimization measures and thus continuously improve important target values for the online shop. Since in most cases the same key figures are considered, the report function proves to be useful. This means that analyses can be created once and viewed again as needed.

Which key figures are analyzed is a customer-specific decision. NG offers a variety of options in the analytics area (this requires fully integrated tracking). An overview of all key figures can be found here: Analytics KPIs.

In principle, however, it makes the most sense to focus primarily on the most frequently searched terms, as these have the greatest financial leverage. In addition, it is always worthwhile to compare two key figures with each other. Only then does it become possible to derive sensible optimization measures. Alternatively, looking at a key figure over time can also show optimization potential.

A possible approach could therefore look like this:

1. Consideration of the top 50 search terms, i.e. the 50 most frequently searched terms.

2. Consideration of the key figures clicks and searches. These two key figures are already compared by NG as standard, and the resulting key figure is the click rate.

3. Determining a benchmark to define which search terms need optimization. The average click rate is suitable here. NG already provides this in the search term overview for all key figures (top row of the table). For example, all search terms with a below-average click rate could be defined as needing optimization.

4. By setting a filter, the different search terms clicked on can be viewed and recorded in a report. This way, they can be accessed again at any time.

In the same way, other key figures can now be compared (searches and purchases, searches and number of hits, etc.) to identify further optimization potential and increase important target figures such as sales or the conversion rate.