The Web Analytics Association defines Web Analytics as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.

Even though Web Analytics is a fairly new discipline with its origin dating back to 1993, it is gaining significant importance because of the rapid growth of Internet, electronic commerce, and the increasing role of Websites in generating revenues, building customer relations, brand loyalty and public awareness. Businesses now want to know the performance of their Websites and the benefits they bring to their bottom-lines. Website are no longer mere company brochures and play active role in building the business.

By making Web Analytics software free and easy to use, Google Analytics brought Web Analytics to the fore-front in recent years. It has now become essential to analyze your Website on a Web Analytics platform.

Analyzing your Web usage allows you to optimize your Web site for better usability, visitor engagement, search engine rankings, page optimization, campaign optimization and overall Website performance.