1. Understanding User Behavior: Track how visitors interact with your website, which pages they visit, and how long they stay. 2. Optimizing Marketing Campaigns: Measure the effectiveness of your marketing efforts and adjust strategies based on performance data. 3. Improving User Experience: Identify and fix issues that could be affecting user experience, such as high bounce rates or low conversion rates. 4. Measuring ROI: Calculate the return on investment for various initiatives by tracking conversions and revenue.