Once your Google Analytics is connected, your Storefront Analytics page shows 8 pre-built reports. Each report is designed to answer a specific question about how your products are performing on your storefront.
Data Freshness
Google Analytics data has a standard 24-48 hour delay. The data you see on your dashboard reflects activity up to yesterday. Data is refreshed daily.
Report 1: Traffic Sources Evolution
What it shows: A 12-month line chart breaking down where your visitors come from — organic search, direct traffic, referral, paid, and social.
Why it matters: When products have richer descriptions and attributes, search engines can find them more easily. A growing organic search line is one of the strongest signals that your product data improvements are working. If you recently enriched a batch of products, look for organic traffic increases in the following weeks.
What to look for:
Is organic search growing month over month?
Did traffic from search increase after a batch enrichment?
Report 2: Landing Page Performance
What it shows: A comparison of sessions that landed on a Product Detail Page (PDP) vs sessions that landed on other pages (homepage, category pages, etc.), shown over time.
Why it matters: When product data is enriched with better descriptions and attributes, search engines and AI assistants can link users directly to the product page — rather than a generic category or homepage. A growing share of PDP landings is a strong signal that your products are more discoverable.
What to look for:
Is the share of PDP landing sessions growing?
After enriching a category, do PDP landings increase for those products?
This report works best when your storefront tracks which pages are product pages. See the "Getting the Most from Storefront Analytics" article for how to enable this.
Report 3: Landing Page Cohort Analysis
What it shows: A 4-segment breakdown: PDP + Enriched, PDP + Not Enriched, Non-PDP + Enriched, Non-PDP + Not Enriched — showing session volumes for each segment.
Why it matters: This is the most direct proof of enrichment impact. If you've tagged your enriched products, you can compare how enriched products perform vs non-enriched ones. The goal is to see the "PDP + Enriched" segment growing faster than the others.
What to look for:
Is the PDP + Enriched segment growing?
Is there a visible gap between enriched and non-enriched product performance?
This report requires the "Trustana Enriched" tag to be configured. See the "Getting the Most from Storefront Analytics" article.
Report 4: Add-to-Cart Cohort Performance
What it shows: A comparison table showing total sessions, add-to-cart events, add-to-cart rate, and purchase events — split by enriched vs non-enriched product cohorts.
Why it matters: Better product data leads to higher purchase intent. When a visitor lands on a product page with complete, accurate information, they're more likely to add it to their cart. This report directly tests whether enriched products convert better.
What to look for:
Is the add-to-cart rate higher for enriched products?
Is the gap between enriched and non-enriched cohorts widening over time?
Report 5: PDP Engagement Metrics
What it shows: Average session duration, bounce rate, and engagement rate specifically for product detail pages, shown over time.
Why it matters: This is not about conversions — it's about whether your product content is useful. Better product data means visitors spend more time on the page, bounce less, and engage more deeply. A declining bounce rate and increasing session duration are positive signals.
What to look for:
Is bounce rate decreasing on product pages?
Is average time on page increasing?
Report 6: Conversion Funnel
What it shows: A stage-by-stage funnel: Page View > Add to Cart > Checkout > Purchase, with drop-off percentages between each stage.
Why it matters: Shows the overall ecommerce health of your storefront. Helps identify where visitors drop off. If add-to-cart rates are high but checkout completion is low, the issue may be checkout UX rather than product data. This report shows overall trends — not split by enrichment status.
What to look for:
Where is the biggest drop-off?
Are drop-off rates improving over time?
Report 7: Overall Traffic Trends
What it shows: Monthly unique users, total sessions, and sessions per user.
Why it matters: Sessions per user is a proxy for purchase intent. Visitors who are researching a product but haven't bought yet tend to return multiple times, checking details before committing. This report gives you the big picture of whether your storefront is attracting and retaining visitors.
What to look for:
Are sessions and unique users growing?
Is sessions-per-user stable or increasing?
Report 8: Category Performance Rankings
What it shows: Your top product categories ranked by page views and purchase events.
Why it matters: You enrich products in batches, usually by category. This report shows which categories are performing best, helping you decide which category to enrich next. If you enriched "Power Tools" last month, you should see its ranking improve in the weeks following enrichment.
What to look for:
Did recently enriched categories move up in the rankings?
Which categories have high views but low purchase events? (These may benefit most from enrichment.)
Which Reports Require Additional Setup?
Report | Works out of the box | Enhanced with custom parameters |
Traffic Sources Evolution | Yes | — |
Landing Page Performance | Yes (aggregate) | PDP split requires pdp_flag |
Landing Page Cohort Analysis | Partial | Full cohort requires trustana_flag + pdp_flag |
Add-to-Cart Cohort Performance | Yes (aggregate) | Cohort split requires trustana_flag |
PDP Engagement Metrics | Yes (aggregate) | PDP filter requires pdp_flag |
Conversion Funnel | Yes | — |
Overall Traffic Trends | Yes | — |
Category Performance Rankings | Yes (if using standard GA4 categories) | Custom categories require category param |