Web analytics technology has been around since about the mid-1990’s. But, it’s become more important and sophisticated in the early years of this new millennium, as the ever-growing multitude of Web sites must increasingly compete for eyeballs.

In a nutshell, Web analytics is the collection, reporting and analysis of site-visitor behavior data, through specialized software applications. It essentially merges marketing research with information technology, to improve user experience while increasing return on investment (ROI). For example, sites ranging from simple “mom and pop” to complex e-commerce operations use Web analytics to measure some to all of the following.

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