Web analytics is a relatively new, but extremely fast growing field. In fact,according to a Forrester Research report, companies in the United States willmore than double the amount of money they invest in web analytics in order tomeasure how well their marketing campaigns are succeeding. So what are webanalytics, anyway? According to the Web Analytics Association, web analytics, “isthe objective tracking, collection, measurement, reporting, and analysis of quantitative Internet data to optimize websites and web marketing initiatives.” Itis used as a means of understanding the activities of people surfing the web, where they tend to go, and how to optimize performance based upon the analysis.There are a variety of metrics used to measure performance. Although notnecessarily, 100% accurate, the ensuing data is extremely valuable and powerfulin terms of understanding how to get more out websites. The results of webanalytics allow companies to develop and maintain deeper relationships withtheir clients that create value to their business.There are two different types of web analytics – on-site and-off site. On-site is primarily what most people think of when they think of web analytics. It ismeasuring the activity of users on your website. It follows the path the user takes when they go on your website. Off-site web analytics measures demographics,search engine query data and, information on competitors. It can be usedregardless of whether or not you actually have a website. Many companies thatspecialize web analytics provide a combination of both on-site and off-site data totheir customers.