'Cookies' in web analytics are small files stored on a user's browser when they visit a website. They are used to remember the user’s actions and preferences over time, such as login information, language settings, and other customizable aspects of a website.

Cookies play a crucial role in enhancing user experience by allowing websites to remember users and their preferences. They are also used extensively in tracking and analyzing user behavior, facilitating personalized advertising, and improving overall website functionality.

Beyond user experience, cookies are essential for gathering valuable data for web analytics. They enable the tracking of user journeys across a website, providing insights into behavior patterns and preferences. This data is pivotal for optimizing website design, content, and marketing strategies to better align with user needs and interests.