The main purpose of web analytics tools is to track and analyze website traffic and user behavior. These tools gather data on metrics such as page views, bounce rates, user demographics, and session durations. By interpreting this data, businesses can understand how users interact with their sites, identify areas for improvement, and optimize content and marketing strategies. Effective use of web analytics leads to enhanced user experience, increases in engagement, and improved conversion rates, ultimately supporting better decision-making for online business initiatives.