UX analytics is the measurement and analysis of user activity on a website or app that provides insights into how its design can be adapted to meet the current or changing needs of end users.

Measurement can be

. Quantitative data measures what users do, such as clicking on a particular link, while qualitative data measures why they do it. Both types of data are crucial for carrying out an effective UX analysis.

But data, and the insights it provides, are no substitute for design intuition. Data can inform that intuition but ultimately it’s up to you to draw conclusions,

and make design decisions based on your own experience and knowledge of the end user.