Web analytics is the process of collecting, measuring, and analyzing data from websites to understand user behavior. It helps website owners track how visitors interact with their site, including which pages they visit, how long they stay, and what actions they take. This information is crucial for improving website performance and enhancing user experience. By using tools like Google Analytics, businesses can gain insights into their audience demographics, traffic sources, and conversion rates. These insights enable them to make informed decisions about content, marketing strategies, and website design, ultimately leading to better engagement and increased sales.