Many ecommerce businesses are now finding the need to analyze specific data about their customers in order to better market their products. Google Analytics is an incredibly powerful tool that collects all kinds of information about your website traffic. You can see how visitors came to your website, where they go on your site, and which pages are most popular, among many other metrics. If you have an ecommerce website, you can even collect information about the transactions that are made! This short video gives a nice explanation about how to enable ecommerce tracking in Google Analytics as well as what data is collected from the transactions:
As you can see, this is a very useful application and it is absolutely free of charge. If you have an AdWords account, you can better understand how much money you should be spending on advertising as well. International merchants should take advantage of the reporting collected by country. This will give you detailed information about the amount of traffic coming from a particular country as well as what those customers are buying. Combining this with AdWords tracking presents an awesome international marketing analysis. With so much information available for free, there is no reason not to integrate Google Analytics on your ecommerce site.