Web analytics, also known as data analytics, describes the collection and evaluation of data from a website or online shop. This provides you with important information about the behaviour of your website visitors. With the help of analysis tools you can find out, for example, which other page your visitors come from, which areas of your website are particularly popular and which products, categories or sub-pages your users are most interested in. The aim of web analytics is to optimise your website so that you achieve exactly the improvement you want. This can be an increase in the number of visitors or page impressions, for example, or also more newsletter registrations or orders.