# Reports Our insights utilise search tracking and Google Analytics data, to give you the facts you need about the searches happening on your site. See detailed reports about most clicked items, popular searches and zero results queries, plus track conversions by analysing purchases through search. Learn critical details, such as product views & clicks, promotion views & clicks (callouts), top sort options, top filter options & values, and pagination. ### **Tips for using reports to optimise search** * Use insights from zero search results to capture search terms through synonyms * Compare product views and product clicks to measure engagement rate * Test different callout imagery with UTM links to help determine the most engaging banner ### **Modify the** time period **for analytics** Once Google Analytics is [connected](/merchandising/collections-and-search.md#connect-google-analytics-to-boost-curations), toggle between various time periods to see the performance of search within that time period. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://search.guides.reactify.com.au/analytics/reports.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.