Web analytics, which makes use of technologies such as Google Analytics, is the method that gathers the most information from users that visit a website. This information includes the user's route of exploration as well as the activities that they do while on the website.
If we interpret this information correctly, it will lead us to make adjustments to the website's design, structure, metadata, content, and marketing campaigns. We need to make these changes for the website to reach the level of optimization we've set for it.