Analytics is the process of collection, measurement and analysis of user activity on a website. Analytics = know your audience. How your customers find you online; what they do once they’re on your site; where they come from; how long are they there? Knowing this and other valuable information helps convert visitors into customers, attract more of the traffic and make informed site improvements. By arming you with detailed statistics and metrics about your site’s traffic, analytics can educate you on optimizing your online efforts and ensure that the investments you have made in your website are showing the right returns and helping you meet your business goals.