The Internet is a successful marketplace because of its ability to measure everything from advertising to consumer behavior. Prior to the Internet, information about what your consumer thought and how they acted was largely unattainable outside of the bottom line. In the past, every new advertising campaign and product introduction was a roll of the dice. In contrast, the Internet is an accountable world where upgrades are easily implemented and tested using tracking tools. Best yet, most consumer tracking tools are free or inexpensive. Start using these tools and you can constantly measure your customer’s behavior and improve your online profitability.