However, web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics application can also help companies measure the results of traditional print or broadcast advertising companies. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provide information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
Digital Analytics is a set of business and technical activities that define, create, collect, verify or transform digital data into reporting, research, analyses, recommendations, optimizations, predictions, and automations.