Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct transportation to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Web analytics is not just a tool for calculating web movement but can be used as a tool for business and market research, and to measure and improve the success of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to guess how changes traffic to a website after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.