Web analytics involves the examination of visitor behavior on a website. Its purpose is to help website owners attract more users, enhance the quality of users, foster customer conversion and retention, and increase the average customer spending. This analysis encompasses various aspects, including segmenting users, understanding their demographics, tracking click-through rates, and observing behavioral funnels. Typically, the findings are compiled into a report covering a specific time frame, and the data is presented using tables, charts, or graphs.

For instance, by examining the geographic regions from which website visitors originate, adjustments can be made to marketing campaigns to ensure the acquisition of the desired users from target areas.