Analyzing audience, visitor interactions, and conversion rates across various online platforms such as websites, social media, campaigns, and web applications is essential for any digital strategy. Data collection elements, known as tags, are crucial to this analysis.

Tools used for this analysis include solutions such as Matomo Analytics (open source), Google Tag Manager, Google Analytics, Webtrekk, AT Internet, MixPanel, IBM Analytics, and Adobe Analytics. These tools, collectively known as "Web Analytics" (or WA), offer a range of features to help understand and optimize online performance.

Web analytics encompasses the collection, study, and analysis of visitor interactions on a website, as well as usage patterns on mobile applications. It plays a crucial role in online marketing and in improving online business strategies. Indeed, it allows not only for optimizing website performance and conversion rates, but also for evaluating the effectiveness and profitability of the various marketing channels used to attract traffic. For more information, please consult the provided references.

Web analytics involves studying the audience and interactions on a website, and sometimes on a mobile application. This practice aims to optimize platform performance by leveraging data provided by web analytics tools. According to the [reference missing], web analytics encompasses the measurement, collection, analysis, and reporting of online data to better understand and improve web usage.

For Stéphane Hamel, web analytics is defined as an approach to making informed decisions based on in-depth data analysis, with the goal of attracting and optimizing website traffic, as well as improving overall business operations. Its applications are varied: evaluating the effectiveness of an online presence, assessing website performance in terms of conversion, identifying usability issues, evaluating and qualifying the audience, identifying traffic sources, measuring the success of online marketing campaigns, conducting usability and marketing tests, and more.

Web analytics relies primarily on data collected by tools such as Google Analytics. This discipline has become a professional field in its own right, both internally within large companies and with specialized service providers. There are also studies and biannual reports dedicated to the use of web analytics tools, illustrating the growing importance of this practice in the digital world.