Web analytics is also called: Usage Statistics, Customer Analytics, Click Through Analysis, Website Analytics, Web Usage Analysis, and Internet Usage Analysis.
It is often used as part of CRM analytics. The analysis can include determining the likelihood that a visitor will repurchase a product or a service after having purchased it in the past, monitoring the pound volume of purchases made by individual visitor or by specific groups of visitors, observing the geographic regions from which the most and the least customers visit the site, etc.
Small companies should use web analytics in order to promote specific products or services to those visitors most likely to buy them, and to determine which products or services a specific visitor is most likely to purchase. This can help companies to improve the ratio of revenue to marketing costs | 
