Google Analytics is the de facto tool in SEM to achieve that task and by a mile, the most widely used website statistics service. Although it is not perfect, discussing its shortcomings is outside the scope of this thread. We therefore wouldn’t reinvent the wheel especially a well established and proven one, but rather help our retailers make the most of SEM by focusing on getting it right.
We do so by offering a lot of features. Some of them were documented here https://forum.nitrosell.com/t/tackling-potential-content-duplication-issues-in-your-webstore/ or even here How do I set up Google's Canonical Tag for Matrix items (Set a preferred URL for your content)
I hope this answers your questions. I can put you in touch with our in-house SEM expert who will be delighted to assist you further to get your SEM up to speeds and reap its rewards especially at this busy period of the year. Let me know your thoughts.