Web Analytics is the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing Web usage. The focus of web analytics is to understand the users of a site, their behavior, and their activities.
The study of online user behavior and activities generate valuable marketing intelligence and provides −
Performance measures of the website against targets.
Insight on user behaviors and needs, and how the site meets those needs.
Optimization ability to make modifications to improve the website based on the results.