diff --git a/addons/website/static/tests/tours/dashboard_tour.js b/addons/website/static/tests/tours/dashboard_tour.js
index 343e90bf846..f883c3121ce 100644
--- a/addons/website/static/tests/tours/dashboard_tour.js
+++ b/addons/website/static/tests/tours/dashboard_tour.js
@@ -15,7 +15,7 @@ odoo.define("website.tour.backend_dashboard", function (require) {
         trigger: '.o_app[data-menu-xmlid="website.menu_website_configuration"]',
       },
       {
-        trigger: 'button[data-menu-xmlid="website.menu_dashboard"]',
+        trigger: 'button[data-menu-xmlid="website.menu_reporting"]',
       },
       {
         trigger: '.dropdown-item[data-menu-xmlid="website.menu_website_google_analytics"]',
diff --git a/addons/website/views/res_config_settings_views.xml b/addons/website/views/res_config_settings_views.xml
index 3e946198e4d..d23b908895c 100644
--- a/addons/website/views/res_config_settings_views.xml
+++ b/addons/website/views/res_config_settings_views.xml
@@ -357,13 +357,6 @@
         sequence="10"
         />
 
-    <menuitem name="Pages"
-        id="menu_website_pages_list"
-        action="action_website_pages_list"
-        parent="menu_website_global_configuration"
-        sequence="30"
-        />
-
     <menuitem name="Menus"
         id="menu_website_menu_list"
         action="action_website_menu"
diff --git a/addons/website/views/website_views.xml b/addons/website/views/website_views.xml
index 61fe598156f..672f4321233 100644
--- a/addons/website/views/website_views.xml
+++ b/addons/website/views/website_views.xml
@@ -530,17 +530,33 @@
             sequence="1"
             parent="website.menu_website_configuration"/>
 
+        <menuitem id="menu_reporting"
+            name="Reporting"
+            sequence="99"
+            parent="website.menu_website_configuration"/>
+
         <!-- Force empty action, to ease upgrade -->
         <record id="menu_dashboard" model="ir.ui.menu">
             <field name="action" eval="False"/>
         </record>
 
-        <menuitem id="menu_website_dashboard" parent="menu_dashboard"
-            sequence="10" name="eCommerce Dashboard"
-            action="website.ir_actions_server_website_dashboard" active="0"/>
+        <menuitem id="menu_website_pages_list"
+            parent="menu_site"
+            sequence="20"
+            name="Pages"
+            action="action_website_pages_list"/>
 
-        <menuitem id="menu_website_google_analytics" parent="menu_dashboard"
-            sequence="20" name="Analytics"
+        <menuitem id="menu_website_dashboard"
+            name="eCommerce"
+            sequence="1"
+            parent="menu_reporting"
+            action="website.ir_actions_server_website_dashboard"
+            active="0"/>
+
+        <menuitem id="menu_website_google_analytics"
+            name="Analytics"
+            sequence="20"
+            parent="menu_reporting"
             action="website.ir_actions_server_website_google_analytics"/>
 
         <!-- Configurator actions -->
diff --git a/addons/website/views/website_visitor_views.xml b/addons/website/views/website_visitor_views.xml
index 8e25e83bdc9..b0be3555b11 100644
--- a/addons/website/views/website_visitor_views.xml
+++ b/addons/website/views/website_visitor_views.xml
@@ -348,17 +348,12 @@
         </field>
     </record>
 
-    <menuitem id="website_visitor_menu"
-        name="Visitors"
-        sequence="80"
-        parent="website.menu_website_configuration"/>
-
-    <menuitem id="menu_visitor_sub_menu" name="Visitors"
-        sequence="1"
-        parent="website_visitor_menu"
+    <menuitem id="website_visitor_menu" name="Visitors"
+        sequence="5"
+        parent="website.menu_reporting"
         action="website.website_visitors_action"/>
     <menuitem id="menu_visitor_view_menu" name="Page Views"
-        sequence="2"
-        parent="website_visitor_menu"
+        sequence="40"
+        parent="website.menu_reporting"
         action="website.website_visitor_view_action"/>
 </data></odoo>
diff --git a/addons/website_blog/views/website_blog_views.xml b/addons/website_blog/views/website_blog_views.xml
index 56f88f48e34..dad9a3cf929 100644
--- a/addons/website_blog/views/website_blog_views.xml
+++ b/addons/website_blog/views/website_blog_views.xml
@@ -252,23 +252,23 @@
             <field name="view_id" ref="blog_tag_category_tree"/>
         </record>
 
-        <menuitem name="Blogs"
-            id="menu_website_blog_root"
-            sequence="20"
-            parent="website.menu_website_configuration"
-            groups="website.group_website_designer"
-            action="action_blog_post"/>
-
         <menuitem name="Blogs"
             id="menu_website_blog_root_global"
             sequence="100"
             parent="website.menu_website_global_configuration"
             groups="website.group_website_designer"/>
 
-        <menuitem id="menu_website_blog_tag_category_global" parent="menu_website_blog_root_global"
-                  name="Tag Categories" action="action_tag_category" sequence="50" />
+        <menuitem id="menu_blog_global" parent="menu_website_blog_root_global" name="Blogs" action="action_blog_blog" sequence="20"/>
+
+        <menuitem name="Blog Post"
+            id="menu_website_blog_post"
+            sequence="30"
+            parent="menu_website_blog_root_global"
+            groups="website.group_website_designer"
+            action="action_blog_post"/>
 
         <menuitem id="menu_blog_tag_global" parent="menu_website_blog_root_global" name="Tags" action="action_tags" sequence="40" />
 
-        <menuitem id="menu_blog_global" parent="menu_website_blog_root_global" name="Blogs" action="action_blog_blog" sequence="20"/>
+        <menuitem id="menu_website_blog_tag_category_global" parent="menu_website_blog_root_global"
+                  name="Tag Categories" action="action_tag_category" sequence="50" />
 </odoo>
diff --git a/addons/website_forum/views/forum.xml b/addons/website_forum/views/forum.xml
index 946e36f216f..c4b2dfbd4de 100644
--- a/addons/website_forum/views/forum.xml
+++ b/addons/website_forum/views/forum.xml
@@ -16,13 +16,6 @@
             <field name="domain">[('forum_id', '=', active_id), ('parent_id', '=', False), ('state', 'in', ('active', 'close'))]</field>
         </record>
 
-        <!-- MAIN FORUM MENU -->
-        <menuitem name="Forum" id="menu_website_forum"
-            parent="website.menu_website_configuration" sequence="50" groups="website.group_website_designer"/>
-
-        <menuitem name="Forum" id="menu_website_forum_global"
-            parent="website.menu_website_global_configuration" sequence="170" groups="website.group_website_designer"/>
-
         <!-- FORUM VIEWS -->
         <record id="view_forum_forum_list" model="ir.ui.view">
             <field name="name">forum.forum.list</field>
@@ -176,8 +169,6 @@
             <field name="view_mode">tree,form</field>
         </record>
 
-        <menuitem id="menu_forum_global" parent="menu_website_forum_global" name="Forums" action="action_forum_forum" sequence="10"/>
-
         <!-- POST VIEWS -->
         <record id="view_forum_post_list" model="ir.ui.view">
             <field name="name">forum.post.list</field>
@@ -316,8 +307,6 @@
             </field>
         </record>
 
-        <menuitem id="menu_forum_posts" parent="menu_website_forum" name="Posts" action="action_forum_post" sequence="20"/>
-
         <!-- TAG VIEWS -->
         <record id="forum_tag_view_list" model="ir.ui.view">
             <field name="name">forum.tag.list</field>
@@ -360,8 +349,6 @@
             </field>
         </record>
 
-        <menuitem id="menu_forum_tag_global" parent="menu_website_forum_global" name="Tags" action="forum_tag_action" sequence="30"/>
-
         <!-- POST REASON VIEWS -->
         <record id="forum_post_reason_view_list" model="ir.ui.view">
             <field name="name">forum.post.reason.list</field>
@@ -381,8 +368,15 @@
         </record>
 
 
-        <menuitem id="menu_forum_rank_global" parent="menu_website_forum_global" name="Ranks" action="gamification.gamification_karma_ranks_action" sequence="5"/>
-        <menuitem id="menu_forum_badges" parent="menu_website_forum_global" name="Badges" action="gamification.badge_list_action" sequence="40"/>
-        <menuitem id="menu_forum_post_reasons" parent="menu_website_forum_global" name="Close Reasons" action="forum_post_reasons_action" sequence="50"/>
+        <!-- FORUM MENUS -->
+        <menuitem name="Forum" id="menu_website_forum_global"
+            parent="website.menu_website_global_configuration" sequence="170" groups="website.group_website_designer"/>
+
+        <menuitem id="menu_forum_global" parent="menu_website_forum_global" name="Forums" action="action_forum_forum" sequence="10"/>
+        <menuitem id="menu_forum_posts" parent="menu_website_forum_global" name="Forum Post" action="action_forum_post" sequence="20"/>
+        <menuitem id="menu_forum_rank_global" parent="menu_website_forum_global" name="Ranks" action="gamification.gamification_karma_ranks_action" sequence="30"/>
+        <menuitem id="menu_forum_tag_global" parent="menu_website_forum_global" name="Tags" action="forum_tag_action" sequence="40"/>
+        <menuitem id="menu_forum_badges" parent="menu_website_forum_global" name="Badges" action="gamification.badge_list_action" sequence="50"/>
+        <menuitem id="menu_forum_post_reasons" parent="menu_website_forum_global" name="Close Reasons" action="forum_post_reasons_action" sequence="60"/>
     </data>
 </odoo>
diff --git a/addons/website_mail_group/views/website_mail_group_menus.xml b/addons/website_mail_group/views/website_mail_group_menus.xml
index de8cb84a82d..e6de0cc504b 100644
--- a/addons/website_mail_group/views/website_mail_group_menus.xml
+++ b/addons/website_mail_group/views/website_mail_group_menus.xml
@@ -1,16 +1,16 @@
 <?xml version="1.0" encoding="utf-8"?>
 <odoo>
-    <menuitem name="Groups"
+    <menuitem name="Mailing Lists"
         id="mail_group_menu_website_root"
-        sequence="99"
-        parent="website.menu_website_configuration"/>
+        sequence="200"
+        parent="website.menu_website_global_configuration"/>
     <menuitem id="mail_group_menu_website"
-        name="Mailing List Groups"
+        name="Mailing Lists"
         action="mail_group.mail_group_action"
         parent="website_mail_group.mail_group_menu_website_root"
         sequence="50"/>
     <menuitem id="mail_group_moderation_menu_website"
-        name="List Moderation Rulings"
+        name="Moderation Rules"
         action="mail_group.mail_group_moderation_action"
         parent="website_mail_group.mail_group_menu_website_root"
         groups="mail_group.group_mail_group_manager"
diff --git a/addons/website_sale/views/base_unit_view.xml b/addons/website_sale/views/base_unit_view.xml
index 1999c18428e..b0b0ca8fad8 100644
--- a/addons/website_sale/views/base_unit_view.xml
+++ b/addons/website_sale/views/base_unit_view.xml
@@ -7,6 +7,6 @@
     </record>
 
     <menuitem name="Base Units" id="website_base_unit_menu" action="base_unit_action"
-              parent="website_sale.menu_product_settings" sequence="5" groups="website_sale.group_show_uom_price"/>
+              parent="website_sale.menu_catalog" sequence="5" groups="website_sale.group_show_uom_price"/>
 
 </odoo>
diff --git a/addons/website_sale/views/sale_order_views.xml b/addons/website_sale/views/sale_order_views.xml
index 4d7795b2b91..721129b565b 100644
--- a/addons/website_sale/views/sale_order_views.xml
+++ b/addons/website_sale/views/sale_order_views.xml
@@ -4,7 +4,7 @@
         <field name="name">sale.order.ecommerce.search.view</field>
         <field name="model">sale.order</field>
         <field name="inherit_id" ref="sale.view_sales_order_filter"/>
-        <field name="mode">primary</field> 
+        <field name="mode">primary</field>
         <field name="arch" type="xml">
             <xpath expr="//filter[@name='my_sale_orders_filter']" position="before">
                 <filter string="Confirmed" name="order_confirmed" domain="[('state', 'in', ('sale', 'done'))]"/>
@@ -27,7 +27,7 @@
         <field name="name">sale.order.ecommerce.search.unpaid.view</field>
         <field name="model">sale.order</field>
         <field name="inherit_id" ref="sale.view_sales_order_filter"/>
-        <field name="mode">primary</field> 
+        <field name="mode">primary</field>
         <field name="priority">32</field>
         <field name="arch" type="xml">
             <xpath expr="//filter[@name='my_sale_orders_filter']" position="attributes">
@@ -183,23 +183,18 @@
     </record>
 
     <!-- Main website sale menu items -->
+    <menuitem id="menu_ecommerce" name="eCommerce"
+        parent="website.menu_website_configuration" sequence="10"
+        groups="sales_team.group_sale_salesman"/>
     <menuitem id="menu_orders" name="Orders"
-        parent="website.menu_website_configuration" sequence="2"
+        parent="menu_ecommerce" sequence="2"
         groups="sales_team.group_sale_salesman"/>
     <menuitem id="menu_catalog" name="Products"
-        parent="website.menu_website_configuration" sequence="3"
+        parent="menu_ecommerce" sequence="3"
         groups="sales_team.group_sale_salesman"/>
-    <menuitem id="menu_reporting" name="Reporting"
-        parent="website.menu_website_configuration" sequence="99"
-        groups="sales_team.group_sale_manager"/>
-    <menuitem id="website.menu_website_global_configuration" name="Configuration"
-        parent="website.menu_website_configuration" sequence="100"
-        groups="base.group_system,sales_team.group_sale_manager"/>
 
     <menuitem id="menu_ecommerce_settings" name="eCommerce" sequence="50"
         parent="website.menu_website_global_configuration"/>
-    <menuitem id="menu_product_settings" name="Products" sequence="80"
-        parent="website.menu_website_global_configuration"/>
 
     <!-- Orders sub-menus -->
     <menuitem id="menu_orders_orders" name="Orders"
@@ -225,12 +220,19 @@
         parent="menu_catalog" groups="product.group_product_variant" sequence="2"/>
     <menuitem id="menu_catalog_pricelists" name="Pricelists"
         action="product.product_pricelist_action2"
-        parent="menu_catalog" groups="product.group_product_pricelist" sequence="4"/>
+        parent="menu_catalog" groups="product.group_product_pricelist" sequence="3"/>
+    <menuitem id="menu_catalog_categories"
+        action="product_public_category_action"
+        parent="menu_catalog" sequence="4"/>
+    <menuitem id="menu_product_attribute_action"
+        action="product.attribute_action"
+        parent="menu_catalog"  groups="product.group_product_variant" sequence="5"/>
 
     <!-- Reporting sub-menus -->
     <menuitem id="menu_report_sales" name="Online Sales"
         action="sale_report_action_dashboard"
-        parent="menu_reporting" sequence="1"/>
+        parent="website.menu_reporting" sequence="30"
+        groups="sales_team.group_sale_manager"/>
 
     <!-- Configuration sub-menus -->
     <menuitem id="menu_ecommerce_payment_acquirers"
@@ -248,15 +250,6 @@
         action="payment.action_payment_transaction"
         groups="base.group_no_one"
         parent="menu_ecommerce_settings"/>
-    <menuitem id="menu_catalog_categories"
-        action="product_public_category_action"
-        parent="menu_product_settings" sequence="1"/>
-    <menuitem id="menu_product_tag"
-        action="product.product_tag_action"
-        parent="menu_product_settings" sequence="1"/>
-    <menuitem id="menu_product_attribute_action"
-        action="product.attribute_action"
-        parent="menu_product_settings"  groups="product.group_product_variant" sequence="2"/>
 
     <record id="sale_order_view_form" model="ir.ui.view">
         <field name="name">sale.order.form</field>
diff --git a/addons/website_sale_comparison/views/website_sale_comparison_view.xml b/addons/website_sale_comparison/views/website_sale_comparison_view.xml
index 426c3970795..8726a9c405b 100644
--- a/addons/website_sale_comparison/views/website_sale_comparison_view.xml
+++ b/addons/website_sale_comparison/views/website_sale_comparison_view.xml
@@ -22,7 +22,7 @@
 
     <menuitem action="product_attribute_category_action"
         id="menu_attribute_category_action"
-        parent="website_sale.menu_product_settings" groups="product.group_product_variant" sequence="11"/>
+        parent="website_sale.menu_catalog" groups="product.group_product_variant" sequence="11"/>
 
     <record id="product_attribute_tree_view_inherit" model="ir.ui.view">
         <field name="name">product.attribute.tree.inherit</field>