Welcome to WebmasterWorld Guest from 188.8.131.52
There is a lot of data that is important.
Referring search engine
path through site
tope search phrase
most active time of day
most active regions
single access pages
tope exit pages
tope entry pages
most requested pages
new vs. return visitors
I could go on and on. It really depends on what you want to know about your site.
Filter out all robots and syphons from referrers. Filter out frames and your own visits to the pages.
Set the report to show the top 100 (or more)search terms. Default is set on top 10.
If you have Enterprise suit or higher you can also click on reversed analysis from your pay off page. Thus you can measure quality on your search engine traffic.