Web Analytics (WA)
Web Analytics is defined as the collection and evaluation of data that supply information about the user behavior of website visits. Goal of the web analysis is to find the most efficient way to run a website. The following are examples of investigation points: Frequency of visits, pages called up, orders, and newsletter subscriptions. Web Analytics not only controls existing online activities, but also directs mechanisms agreed upon in advance. The goal is a continuous optimization cycle through Web Analytics, which will effectively increase the success of the company. The consulting firm contentmetrics divides the process into four areas, which complement each other in a feedback cycle: Strategy, Evaluation, Analysis, and Optimization. There are many other terms used for Web Analytics, like for instance "Web Controlling", "Web Analysis", "Data Traffic Analysis", "Traffic Analysis" or "Click-Stream Analysis".
