Web analytics is a crucial component of running online retail shops and it plays a significant role in both increasing conversion rates and determining what needs to be improved. It is impossible to overstate the significance of web analytics for online retailers because careful analysis leads to a better comprehension and knowledge. The research paper is based on a survey of 60 experts, and real-world case studies are used to illustrate the survey's results. The viewer will also be able to gain knowledge from the current study on web analytics in the retail sector, which directly affects the strategic and operational choices made by merchants.