What is web analytics? The benefits & use cases

Web analytics is the process of gathering, measuring, assessing and reporting on data from a website to understand and optimize web performance or usage. It involves tracking metrics such as the number of website visitors, page views, time spent on each page, traffic sources, bounce rate, etc., which are used to analyze the quality and quantity of web traffic before those metrics are used to measure ROI in market research, advertising campaign optimization, and user experience enhancement. Web analytics has been around for over three decades but has surged in popularity recently due to its relevance in digital marketing. It works through on-site analytics that track a site's performance by measuring visitors' activity and off-site analytics that focus on assessing or monitoring visitor activity outside a company’s site. The benefits of web analytics include tracking online traffic, measuring bounce rate, optimizing advertising campaigns, making data-driven decisions, gaining a competitive edge, and streamlining market research.