Web analytics is a process used to work with website data in order to improve user experience and site performance. It involves setting goals, collecting and analyzing data, and making decisions based on the analysis. This process is relied upon by digital analysts, ecommerce specialists, UX designers, product managers, and content managers. The most widely used web analytics tool is Google Analytics.

Web analytics helps to make sense of a website and online visitors, and to continually improve performance. It provides specific ways to understand the audience, determine top conversion actions, manage advertising budgets, and find ways to improve the user experience. Various metrics are used to track website analytics, and popular web analytics tools include Semrush, Google Analytics, Piwik PRO, and Microsoft Clarity.

To leverage website analytics, users establish business goals and website KPIs, collect data using the web analytics tracking system, analyze data to uncover insights, and make data-informed decisions to improve performance. For example, when using Google Analytics and Semrush together, users can identify target pages for improvement and use Semrush to power organic traffic. Overall, web analytics is essential for understanding audience behaviors and making strategic improvements for business growth.

source: What Is Web Analytics? What It Means & How You Can Benefit

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