Web Analytics and Reporting

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Web Analytics and Reporting: 

Web analytics is the process of measuring, collecting, analyzing, and reporting web data for the purpose of understanding and optimizing web usage. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns.

Web analytics technologies
 There are at least two categories of web analytics, off-site and on-site web analytics.

Off-site web analytics:  It refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience, the share of voice, and buzzes that are happening on the Internet as a whole.

On-site web analytics: On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance and is used to improve a website or marketing campaign's audience response. Google Analytics and Adobe Analytics are the most widely used on-site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.

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