Web analytics is a method of assessing the attitude of visitors to a particular Web site. It is the measurement, compilation, assessment and reporting of internet information with the intention of comprehending and optimizing web handling. Web analytics helps a business to increase the customer footfall, retain new and existing customers or to increase the revenue from the customers. 

Often used as division of customer relationship management analytics (CRM analytics), Web analytics may include determining the probability that a particular customer will repurchase a service/product, customizing the website to customers who visit it frequently, supervising the dollar number of purchases made by each customer or by certain groups of customers, detecting the geographic areas from where the maximum and the minimum number of customers visit the website and buy particular products, and forecasting which products interest customers the most and are likely to be bought in the future.

Web analytics aims at promoting particular products to customers who are expected to buy them, and to decide which products a particular customer is most probable to purchase. This can better the proportion of revenue to marketing costs.

Web analytics may also include monitoring the drilldown and click-through actions of customers in the Website, determining the sites from where the customers most often turn up, and corresponding with browsers to follow and analyze the respective online behavior. The Web analytics results are presented in the form of graphs, charts, and tables.

There are two types of web analytics:                 

Off-site web analytics denotes web calculation and analysis regardless of whether you possess or run a website. It comprises the assessment of a website's prospective audience, amount of voice, and comments that occur on the Internet

On-site web analytics determine a visitor's entire tour through your website. This comprises its drivers and conversions. For instance, it determines which landing pages persuade visitors to purchase your products. On the whole it measures the efficiency of your website in a commercial perspective. This data is normally weighed against key performance indicators and utilized to upgrade a web site or marketing campaign's visitors’ response.

By and large the benefits of using Web analytics are as follows:

It improves your advertising drawing more sales

It helps you monitor and understand your visitors and customers better