What is web analytics

Web analytics is where web data is measured, collected, analysed and reported in order to optimise web pages.

The most used web analytics platform by far is Google Analytics.

Naturally this being the web, there are dozens of free and paid for alternatives.

Analytics tools are primarily targeted at marketeers who need to understand entrances, conversion rates, user session behaviour,

Some promote features around tracking origins, others real time analytics,

Some promote themselves as end to end solutions, others position themselves as working best alongside Google analytics.

Many offer drill down features for tracking the behaviour of individual visitors.

What tools are available?