Analytics

In digital marketing, the term Analytics refers to the collection, analysis, and presentation of data to help make informed decisions. More specifically, it is the scientific process of discovering and communicating meaningful patterns inferred from data.

Analytics can focus, for example, on how users interact with a website, which marketing channels are generating the most traffic or conversions, or how users behave along the customer journey. Tools such as Google Analytics are critical for digital marketers to monitor and optimize their strategies.