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Visitors to any website take a number of different actions, from reading content to clicking on pages they want to see to filling out forms or purchasing products and services. The actions that a user takes on a website can depend on their interest, level of motivation, how information is presented, how fast the website performs, and a slew of other factors. Web analytics are measurements of the actions users take and the performance of a website that are used to help site owners make informed decisions about what they are presenting to their users.

A number of popular web analytics tools exist to show users how many times the pages have been visited, how long people stay in the page, whether they perform specific actions, whether the visit came from a search engine or another website, and more. Web analytics tools can show where people tend to click on a page and even play back videos of a user's visit to a website. Marketers can even try out multiple versions of a page with tools that test engagement by splitting up visits and seeing which one works best.

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