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Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. [1] Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness.
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Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic and events, currently as a platform inside the Google Marketing Platform brand. [3]
Website audit is a full analysis of all the factors that affect a website's visibility in search engines. This standard method gives a complete insight into any website, overall traffic, and individual pages. Website audit is completed solely for marketing purposes. The goal is to detect weak points in campaigns that affect web performance. [1]
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Google Analytics is an example of a popular free analytics tool that marketers use for this purpose. [12] Those interactions provide web analytics information systems with the information necessary to track the referrer, search keywords, identify the IP address, [ 13 ] and track the activities of the visitor.
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