Web Analytics is a critical component of digital marketing that helps businesses track, analyze, and understand visitor behavior on their websites. By using tools like Google Analytics, marketers can monitor key performance indicators (KPIs) such as traffic sources, bounce rates, session durations, and conversion rates. These insights help in making data-driven decisions to improve website performance and user experience.

One of the primary benefits of web analytics is the ability to identify what content or campaigns are driving the most engagement. By understanding which pages attract the most traffic and which channels bring the most visitors, businesses can refine their marketing strategies. This also allows for effective allocation of budget across SEO, PPC, email marketing, and social media efforts.