Analytics is quite a complex subject. They can lead to improved quality of life on the internet, but there is a trade off. Many people on the internet enjoy the ease of the internet and how seamless it is for them to always find what they are looking for. What some people are now realizing is that this ease comes at a cost: our data. Algorithms track and record our activity and use analytics to optimize how the internet functions for us. Each person browses differently, has different interests, and is unique in their own way. Analytics helps websites, search engines, and other entities provide the user with the most efficient ways to browse. For example, targeted advertisement utilises analytics in tracking users’ online traffic and searches to give them ads that they are most likely to be interested in and click on. Search engines also use them to help narrow down search results that the user is most likely looking for. Analytics can also be used to by websites to discover what type of people are visiting, demographic statistics, age, sex, and much more. This is all valuable in helping blogs or other websites tailor their content to better engage and encapsulate their audience.