​One’s Microsoft, the other’s open source. Ah, ok, you came here to learn a little more than just the basics, basics?

Today, it’s easier than ever for someone to start their own e-commerce business. Fed up with the office grind? By next Tuesday you could be CEO of Patty’s Custom Hammocks! This accessibility is a great thing, but it can also lead people to jump headfirst into something they might not be fully prepared for. The world of e-commerce can be much more complicated than it seems, and the first few years are often particularly overwhelming. But fear not, intrepid voyager! The growth of the e-commerce market means software outfits now offer clever and intuitive tools to give entrepreneurs their best shot at staying in the game and expanding their business.

Everyone knows how to check how many sessions you got this week, and most people even know how to see how many conversions you got. But outside of the basics, Google Analytics knowledge tapers off pretty quickly... It takes a lot of time to learn how to become a great analyst, and it takes a lot of time to learn the ins and outs of specific platforms. Google Analytics, while more intuitive than many platforms, is no exception. In addition, there are many features that are powerful but are underrated and underutilized. I talked to dozens of experts to find out what they believe the most underrated features and reports are. Here are the top 12.