I built a pretty expansive ecommerce platform. This is what it included (kind of categorized):<p>Orders, revenue, average order, average revenue<p>Top search engine search terms, top referring search engines, conversion rates of search phrases<p>Top pages, top referrers, top user agents, total visits, visit duration<p>Top products ordered by quantity and revenue<p>New customers, first time buyers, total number of registered users<p>Top in-site search terms, conversions of those terms<p>Visits to order, cart views to order, checkout initiations to orders<p>I didn't include this overtly, though it can be done by putting two reports together -- Top customers by total expenditure and by order frequency