Web analytics is the process of analyzing the behavior of visitors to a website (on-site Web analytics) or the impact of a website on its users in proportion to that of websites on the rest of the Web (off-site Web analytics). This entry discusses the key characteristics of Web analytics, the current status of the Web analytics landscape, and the differences between online and off-line analytics for reputation management strategies and measurement protocols.

E-commerce companies and other website publishers often use Web analytics to analyze the behavior of visitors to a website in order to determine what parts of the website are receiving successful visits and what parts are not drawing attention successfully. In addition, corporations can look at utilizing Web analytics for a variety of ...

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