Abstract
The modern e-commerce market is an economic environment with a high level of competition. That is why achieving commercial success in it largely depends on the ability of trade organizations to analyze and optimize their activities based on the data provided by web analytics services. The article highlights the importance of web analytics for evaluating and improving the performance of an online store. The opportunities provided by the two leading tools in this area, Google Analytics and Yandex Metrica, are reviewed. The focus is on conversion analysis, understanding the target audience and optimizing marketing efforts. The article offers a comprehensive approach to the use of web analytics in order to increase economic efficiency and ensure sustainable growth of economic performance indicators of an online store.
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