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Web Analytics

A generic term used to describe analysis of the website traffic and performance. Technology that tracks and organizes visitor activity on the Internet including (but not limited to)

number of unique visitors that visit a site (unique traffic)
number of visitors to a site, not unique (gross traffic)
number of times a visitor views a page (page views)
number of times the loading of a page requests information from a server (hits)
amount of sales generated by a website (sales)
number of interactive actions performed by visitors like subscribing to a newsletter, downloading a white paper, applying for employment, requesting information (conversions)
percentage of unique traffic that purchased (conversion rate)
advanced systems have data covering cover click fraud, trademark, search engine positions, etc.