Web analytics is the measurement, collection, analysis and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring website traffic, but can be used as a tool for business research, market research, evaluation and improving website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It can be used to estimate how website traffic will change after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to the site and the number of page views. It helps measure traffic and popularity trends, which is useful for market research.
One of the most used web analytics is Google Analytics.