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Setting up, tracking and analysing the user behaviour. Researching and reporting target audience online behaviour, interests, etc. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
Each stage impacts or can impact (i.e., drives) the stage preceding or following it. So, sometimes the data that is available for collection impacts the online strategy. Other times, the online strategy affects the data collected.