Analytics is the scientific study and interpretation of data. On the Internet, web analytics is the collection of network traffic and metadata, interpreting that data, and reporting its significant patterns and trends. The goal of web analytics is to better understand the demographics and behavior of web users, and predict how they may change in the future.
For example, online businesses may study analytics pertaining to their sales and expenditures, and compare that with geolocational data about their web users. This data can be visualized in charts and graphs, informing decisions about how resources should be allocated globally in the future.