Web Analytics platforms collect, process, and report on user behavior across websites and (for some platforms) mobile apps — page views, sessions, conversion funnels, user journeys, source/medium/campaign tracking, and engagement metrics. The category targets the marketing-flavored slice of digital analytics: measuring acquisition, on-site behavior, conversion-funnel performance, and channel-attributed sessions. Core capabilities include session and event tracking, conversion-funnel analysis, source/medium/campaign tracking (UTM-based), real-time analytics dashboards, integration with ad platforms for conversion data, cohort and retention reporting, and increasingly cookieless/server-side measurement. The market spans the dominant Google Analytics (GA4 free tier and GA360 enterprise), privacy-focused alternatives (Matomo, Plausible Analytics, Fathom Analytics), and legacy platforms (Kissmetrics, Piwik PRO).