Analytics
Web analytics is the study of online behaviour in order to improve it. There are two categories; off-site and on-site web analytics.
types
Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.