Web analytics is the collection, analyzing, measurement along with reporting of data by optimizing and understanding web usage. One can also refer it to as a process of measuring web traffic, but it is a powerful marketing and research tool for your business.
It helps the company to measure the impact of traditional and visual advertisement campaigns. First hand information about the number of visitors to a website is provided along with the number of page views. In fact popularity trends for a particular market research campaign can also be understood.