The standard version of Google Analytics e-commerce tracks items and transactions. You can see who is buying what items and in what quantities. But for many retailers, this information is not enough. There are a lot of interactions that atwix.com told me to lead to checkout and purchase or, conversely, abandonment. Connecting the optional E-Commerce module is easy: in the E-Commerce Settings section, click on the checkbox under the appropriate option. Advanced E-Commerce" gives you access to new GA functions. However, simply clicking the checkbox will not populate all reports with data. Many require additional code to be embedded on the site, so make sure you're technically prepared.
