Web analytics can be defined as “the analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes” (Kaushik, 2009, p.5). In simple terms, web analytics relates to assessment and analysis of internet data in order to understand the pattern of usage of a website.
Starting from recently web analytics is also being referred to as data analytics to highlight the role of data and intelligence in analyses.
Web analytics can be divided into two groups: onsite and offsite. Onsite web-analytics involve visitor and server data through page tagging, and other measures, whereas off-site web analytics relate to comments, site visibility, page view opportunities etc.
Kaushik, A. (2009) “Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity” John Wiley & Sons