Web analytics is defined as the measurement, collection, analysis and reporting of internet data to understand and optimize website usage. It involves using quantitative and qualitative data, statistical analysis, testing and predictive models to continuously improve online activities and increase ROI. Web analytics is used to test processes, understand visitor behavior, identify problems, analyze sales funnels and take action to address issues in order to keep websites optimized. A quick case study example showed how web analytics insights led to a localized product focus, cost efficient site redesign and 30% revenue increase. The document also covered technical aspects of tracking analytics data.