Web metrics are measurements used to assess the performance and effectiveness of a website. They help website owners understand user behavior, track traffic, and evaluate the success of online marketing efforts. Common metrics include page views, unique visitors, bounce rate, and conversion rate. By analyzing these metrics, businesses can make informed decisions to improve their websites and enhance user experience. Tools like Google Analytics provide valuable insights, allowing users to monitor trends over time and identify areas for improvement. This data-driven approach helps optimize content and marketing strategies for better engagement and results.