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Hi there I would take a look at the following opportunities in Google Analytics: Funnel Visualization Goal Flow Behavior Flow Conversion Funnels Multi-Channel Funnels Attribution Modeling There are also numerous opportunities in Enhanced eCommerce. There are countless reports you can look into, including Shopping Behavior Analysis, as well as Checkout Behavior Analysis. You can also take advantage of awesome testing, heatmapping, and visitor recording features in tools like Visual Website Optimizer, Hotjar, or Optimizely. All of the tools above will not only help you understand how your customers and users are moving through your website, but could also give you more insights in how to structure your website to create the best possible user experience. Here are some more tips. Hope this helps! Let me know if you have any more questions or comments! Good luck!

Hi, Thanks for your reply.  To clarify, in your opinion Time to Purchase and Time Lag are useless reports? I've not had a chance to look at KM, KI or CI.  How do they work?  I assume they cannot work retrioactively and are cookie based (cookies with a long TTL).  There is an obvious point of failure here - I read somewhere (shaky citation I know) that cookies are cleared much more frequently now (monthly) so this data has to be heavily caveated at best. Thanks again for your help.