Digital analytics is the process of analyzing digital data from various sources like websites, mobile applications, among others. It provides a clear vision to the organization on how users or customers are behaving. Through digital analytics, companies obtain an insight into the areas where they need improvement. Digital analytics helps companies to provide a better online experience to its clients as well as potential customers, which gradually results in the achievement of desired goals.

Digital analytics is a tool used by organizations for collecting, measuring, and analyzing the qualitative and quantitative data. The data is then used to enhance and modify current business operations in order to provide a better online experience.