Web analytics is the measurement of website traffic and on-site behavior, such as pages viewed, sessions, and conversions, to understand how visitors use a site.
Category
Tracking
Also known as
site analytics
Tools like GA4 collect the events; the value is in reading them, tracing where visitors drop off and which paths lead to a purchase.
In practice
Analytics tells you what happened, not why. Pair a drop in a funnel step with a session replay or a quick manual walkthrough before you conclude the cause; the numbers point at the problem, they rarely explain it.
Discuss this term
A question, a bug, or outdated info? Tell us — it goes straight to the team, and we keep the glossary current.