What does web analytics involve?

Web analytics is fundamentally centered around the collection, measurement, and analysis of data related to website usage. This involves tracking specific metrics such as visitor numbers, page views, bounce rates, and conversion rates, which provide insights into how users interact with a website. By analyzing this data, businesses can identify trends, understand user behavior, and make informed decisions on optimizing their websites for better performance and user engagement.

While the other options touch on important aspects of digital marketing and web development, they do not directly define web analytics. Designing user interfaces focuses on how a site looks and behaves, user experience testing deals with collecting data on how users interact with the interface, and creating content strategies is about planning and organizing content for audiences. None of these actions encapsulate the core purpose of web analytics, which is to understand data metrics for enhancing website utility and achieving specific business goals.