When you run a retail store you get a feeling for how your business is doing because you see people coming in, you talk to them and can physically see their reactions. In an online store you don't have access to customers in the same way, so analytics become your eyes and ears. eCommerce analytics will be able to tell your own stories from the numbers you see in your analytics dashboards and improve them. It is the metrics you need to know to get your online business off the ground.