Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.

Web analytics applications can also help companies measure the results of traditional print 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.