Web analytics is the
measurement,
collection, analysis and reporting of
web data for purposes of understanding and optimizing
web usage. However, Web analytics is not just a process for measuring
web traffic but can be used as a tool for business and
market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast
advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.