It is a tool to gain more insight into where your customers are coming from and also what they do once they are on your site. This is extremely important in this day in age to compete with the rest of the market. This knowledge and insight could be the difference between your company flourishing or failing.
Businesses today must have insights into customers, markets, traffic, and your own website to stay ahead of competition and to deliver sustainable business performance. By gaining knowledge on your customers, it helps us to better understand the best way to reach them and know which avenues are working and which ones are not.