According to Dennis Mortensen, director of data insights at Yahoo, a key benefit of the service is real-time reports. "If someone visits at 2:16, at 2:17 you can see what he or she did on your Web site," he said.
Mortensen said conversion rates are an important benefit for store owners using the service. "If you convert 2 percent, what happened to those 98 percent that didn't convert?" he asked. "And that's information they haven't had access to before unless they set up something themselves."