Web metrics capture and measure different web site events in order to identify trends. At the most basic level, web metrics are clicks. Depending on your needs and your tools, you can parse and categorize your accounting of clicks to understand all kinds of user activities. This kind of raw data will help you use analytical tools to answer basic questions about your business, such as whether your site is doing better or worse over time. Web Analytics can also help you understand why and how visitors find and use your site so that you can make business decisions to improve your performance.