Web analytics is the measurement, collection, analysis, and reporting of website data to understand user behaviour and optimise performance. Key metrics include sessions, users, page views, bounce rate, session duration, conversion rate, and goal completions. Google Analytics 4 (GA4) is the most widely used analytics platform. Analytics data informs decisions about content strategy, UX improvements, and marketing investment.
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Web Analytics
The collection and analysis of data about website visitors and their behaviour.