I'm hoping to get some discussion going on the use of analytics for the purposes of (in particular) blog ad sales - for use in a product of mine. I'm sure a lot of you use Google analytics or similar systems, but what data is most important to you, and in what format is it most useful? For instance, when you first go to view your stats for the day (or whatever period you choose) what do you want to see first, in particular? Page views per user, visit duration, "1 page visits", visitor locations, top viewed pages etc... Also, once you had collected that data, what (if any) data would you want to share with readers or prospective advertisers? Or to put it another way, as an advertiser, what data would be most useful to you? I've seen a few interesting graphical representations of data, such as the clickheat overlay, for example. And finally, I'm currently exploring a particular opensource analytics software - phpmyvisites - and was hoping to get a few opinions on how user (un)friendly you think it is out of the box. [interface here] Is the data laid out adequately for your needs as a webmaster, and if not, what would you change? PS. I'm not affiliated with either phpmv, or clickheat (other than being interested in making use of the scripts) - this really is some market research!