In simple words, analytics refers to the systematic computational analysis of data. It helps businesses make informed decisions by interpreting patterns, trends, and insights. In digital marketing, analytics tools such as Google Analytics track user behavior on websites or apps It analyzes page views, time spent, bounce rates, and conversions. By understanding how users interact with digital properties, marketers can optimize campaigns. They can also improve customer experience and increase return on investment (ROI). Advanced analytics also include predictive modeling and machine learning. These enable businesses to predict future outcomes based on historical data. Analytics is crucial for data-driven strategies. It offers actionable insights to enhance marketing efforts.