Web analytics is nothing but the measuring web traffic. It is not limited to measuring web traffic. It includes: 1. Analysis 2. Data collection 3. Reporting of web data for purposes of understanding and optimizing web pages. Google Analytics is the most widely used cloud-based web analytics service. However, your data is locked into Google Eco-system. If you want 100% data ownership, try the following open source web analytics software to get information about the number of visitors to your website and the number of page views.