It refers to the assessment of a website’s metrics. Factors including the traffic, conversion rate, user experience and usability are measured in order to understand and improve a website’s rankings.

Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends. Why Web Analytic?

The purpose of identifying the behavior of the visitors to your website is to discover actionable marketing intelligence in electronic commerce scenarios. Understanding web site visitor's behavior on Web sites enables site owners to make sites more usable, ultimately helping users to achieve their goals more quickly.

Identify which referral sources (i.e. search engines, e-mail campaigns, newsletter sponsorships, print ads and affiliates) generate the most revenue, products, customers and orders for your business.
Which sources have the highest browse-to-buy ratios and the highest overall revenue potential.
Actionable information enables timely decisions, such as continuing a successful marketing strategy or stopping a campaign going nowhere.
Visitor traffic and e-commerce sales numbers justifying the resources put into them.