The use of analytics is crucial in the development of any business online. Analytics enable a business to carefully track information about the way their audiences’ visit their site and how they engage with it. This is especially useful when a business is trying to find reasons as to why their business is not doing as well as they would have hoped, or better then they expected. A great thing about analytics is it creates a backbone for a business, and a platform of information to use. Business owners can use this information to find out how their customers were able to locate their site, which pages and links they were interested, and how many new people came to your site. It also helps them understand how successful their keyword and SEO strategies were implemented. Lastly, if there is any information they are concerned about, they are able to clearly identify the problem from the information analytics gathered, make the necessary changes and come up with a solution.