Web Analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. It is the foundational discipline of data-driven digital marketing and e-commerce. Web analytics tools (like Google Analytics) track and report website traffic, providing insights into how users find the site, how they behave once they arrive, and what actions they take. The data collected includes: Traffic Sources: Where visitors come from (organic search, paid ads, social media, direct). User Behavior: What pages they visit, how long they stay, and what path they take through the site. Conversion Events: The completion of desired goals, such as purchases, sign-ups, or downloads. Audience Characteristics: Demographics, interests, and device types of the visitors. The value of web analytics is its ability to answer critical business questions: Which marketing channels are most effective? Where do users get stuck on the site? What content resonates most? By providing a factual basis for decision-making, web analytics enables businesses to optimize the user experience, improve marketing ROI, and ultimately increase conversions and revenue.
