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

Web analytics aim is to provide data on a defined set of KPI (Key Performance Indicators) which typical examples includes:

• Number of visits (unique/returning/new visits)
• Page views (total/average per website)
• Bounce rate (% of users who leave the website directly after the first pageview)
• Average time spent on site
• Traffic sources performance (% of direct traffic, % of referring sites, % search engines traffic)
• Landing pages performance (webpages where user “land” from another source)

Web analytics is commonly used as a tool for business research and market research.

Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.