网站分析 (Web Analytics) 是种网站访客行为的研究。于商务应用背景来说，网站分析特别指的是来自某网站搜集来的数据之使用，以决定网站布局是否符合商业目标；例如，哪个登陆页面比较容易刺激顾客购买欲。

这些搜集来的数据几乎总是包括网站流量报告，也可能包括电子邮件回应率、直接邮件活动数据、销售与客户数据、用户性能数据如点击热点地图、或者其他自订需求信息。这些数据通常与关键绩效指标比较以得性能信息，并且可用来改善网站或者行销活动里观众的反映情况。

目前市面上有许多不同的行销商皆提供网站分析软件以及服务。

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.