BITE SIZE BUSINESS: Web analytics is (are?) the measurement, collection, analysis and reporting of visitors and views of your website for the purpose of understanding and optimising web usage. (Source, Winning Edge, the magazine of The Institute of Sales and Marketing Management.)
Web analytics provides information about the number of visitors to a website and which pages they viewed and for how long, so that you can gauge traffic to and popularity of specific areas of the website.
By doing more of what’s most popular with visitors, you can improve the effectiveness of the website and have an important tool for future sales and promotions.
Analytics can also be used to conduct market research and to track data to assess the potential of web visits as sales leads.