Analytics refers to the systematic computational analysis of data or statistics. In digital marketing, it involves collecting, measuring, and analyzing website and app data to understand and optimize user behavior and marketing performance.

Key metrics often include:

• Traffic sources
• User engagement
• Conversion rates
• Click-through rates (CTR)
• Return on investment (ROI)

Why it's important: Analytics helps marketers make data-driven decisions, improve user experience, and optimize marketing strategies for better results.