Web analytics refers to the systematic measurement and interpretation of user behavior across digital properties, including websites, apps, and landing pages. Within consumer intelligence, web analytics provides quantitative signals about what users do, such as which pages they visit, where they drop off, and how long they engage. These behavioral metrics help brand, marketing, and product teams identify patterns at scale and prioritize optimization efforts. However, web analytics captures actions, not motivations. It tells teams what happened but rarely explains why, which is why it is most valuable when paired with qualitative research methods that surface the reasoning behind observed behavior.