Web Analytics is the concept of measuring website performance and analyzing how visitors interact with a site.  Web Analytics applications can help companies improve their sites to improve their ROI, customer satisfaction and website usability. 

Web Analytics measures visitors' journey through your website.  This includes analysis of sources of traffic and conversions, the effectiveness of landing pages, the efficiency of paths visitors have to take on your website to achieve a goal, and the user friendliness of web design.

 Web analytics measures different Key Performance Indicators (KPIs) such as the performance of your website in a commercial context or level of engagement.  The data captured utilizing web analytics applications such as Google Analytics, Omniture and WebTrends is typically compared against key performance indicators for optimum performance, and used to improve a web site`s or marketing campaign's (e.g., e-mail, SEO , SEM , Affiliate Marketing ) effectiveness.

Web Analytics technologies mostly use either log file analysis or page tagging as their means of data collection.

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