Also known as Web Metrics. Analytics refers to the collection of data about a website and its users. Analytics programs typically give performance data on clicks, time, pages viewed, website paths, and a variety of other information. The proper use of Web analytics allows website owners to improve their visitor experience, which often leads to higher ROI for profit-based sites. Analytics factors into both SEO and PPC strategies, displaying metrics from before, during, and after your campaign, and providing insight about what users are experiencing. Google Analytics 4 is the current standard for web analytics, and our analytics service uses this as the backbone of all measurement and analysis.