The primary function of web analytics tools is to collect, analyze, and report on website data to improve online performance. These tools track user behavior, such as page views, click-through rates, and conversion rates, providing valuable insights into how visitors interact with a website. By analyzing this data, businesses can optimize their online presence, identify areas for improvement, and develop strategies to enhance user engagement and increase conversion rates. Ultimately, web analytics aids organizations in making data-driven decisions to boost their digital marketing efforts.