Web analytics is the study of online behaviour in order to improve it.

Web analytics measure a visitor's journey once on your website ,track your conversions , measure leads, sales, or other actions on your website. Useing this information you can make more profitable advertising decisions. 
 
Todays most used and common tool for this is Google Analytics.
Google Analytics has all the features expected from a high-end analytics offering.

For more information about web analytic tools and how understand the data and apply it,
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