The purpose of website analytics tools is to track, analyze, and report on a website's performance and user behavior. These tools help businesses understand how visitors interact with their site, enabling them to make informed decisions aimed at improving user experience and increasing conversions. By providing insights into metrics such as traffic sources, bounce rates, and user demographics, analytics tools facilitate targeted marketing strategies and content optimization. Additionally, they allow for the assessment of website changes and enhancements, ensuring that efforts align with user preferences and behaviors.