Web analytics refers to the measurement, analysis, and reporting of website data for the purpose of understanding and optimizing website usage. It involves the collection and analysis of website visitor data, including page views, bounce rates, time on site, click-through rates, and conversion rates. Web analytics tools can be used to track and analyze website traffic, visitor behavior, and marketing campaign performance.
Web analytics is important because it can help businesses improve their website performance and increase conversions. By analyzing website data, businesses can identify areas where visitors are experiencing difficulties or drop-offs and make changes to improve the user experience. They can also track the effectiveness of marketing campaigns and optimize them for better performance. Overall, web analytics can provide valuable insights into how customers interact with a website and help businesses make data-driven decisions to improve their online presence.