Web analytics as the study of user activities on a website to assure its performance, gain insights into the needs and wants of users' of the site, and identify areas that can be optimised.

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A Jupiter report published stresses the importance of this subject:  "site search is the single greatest opportunity to learn from--and influence--customer behavior .... site operators have barely established tangible metrics for evaluating--and optimizing--their search implementations. With the secret of success wrongly attributed to the 'magic' algorithm, and little measurement or optimization, site operators have vastly underrealized their investments as they continue to underserve their visitors."