Web analytics refers to the measurement, collection and analysis of internet data for the purpose of optimizing and understanding the use of the web. Web analytics can either be on-site or off-site web analytics. On-site web analytics involves the analysis of your own website in order to determine how visitors navigate through your site. This usually involves an analysis of landing pages, drivers and conversions of the site towards a purchase. In the commercial context, this kind of analysis provides performance indicators of a web site or a marketing campaign. Off-site analytics involves a look at the internet as a whole and the potential as well as the visibility of a website to the internet community.
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