Web analytics is a tools used to analyze data available to drive complete understanding of customer behaviour like the number of customer visit, web page they visit, no of webpage they visit for how long.
Ecommerce store use web analytics as a tool to measure performance through no of user visit site than how many of them convent to leads.
Drives data provide insights used as an instrument to provide better user experience to visitors to site. It gives insights like how many number of visitors, from which country they belong, often visited page , for how long visitors remain to site,device from where most queries come from ,which target keyword result in user visit to site, which website drive maximum traffic and how many page accessed per stay.
Google analytics tools is most widely used standard tool for web analytics .