Behavioural analytics is a data analysis approach that involves collecting and analysing data on how visitors interact with websites, mobile apps, or social platforms. Its aim is to analyse and understand people’s actions and behaviours and gain insight into their needs and preferences. Behavioural analytics can help businesses identify patterns in user behaviour and track customer journeys. That way, businesses can identify opportunities to improve user engagement, optimise the user experience, and increase conversions. Behavioural analytics can also help businesses measure the success of their current marketing strategies and make better, data-driven, business decisions in the future.