Website analytics refers to the process of collecting and analyzing data about how users interact with a website. This information helps website owners understand visitor behavior, such as how many people visit, which pages they view, and how long they stay. Tools like Google Analytics are commonly used to track these metrics. By examining website analytics, businesses can identify trends and make informed decisions to improve user experience and increase engagement. For example, they can determine which content is most popular or where visitors drop off, allowing them to optimize their site for better performance and higher conversion rates.