'Alerts' in web analytics are automated notifications that are triggered when specific criteria are met or when anomalies are detected in data. They are crucial for promptly notifying users of significant changes or issues that require immediate attention.

Alerts can be set up for various scenarios, such as sudden drops in traffic, spikes in bounce rates, or achieving specific performance milestones. They help in maintaining close oversight of key metrics and in responding quickly to potential issues or opportunities.

Automated alerts streamline the monitoring of web analytics data, ensuring that important events or trends do not go unnoticed. By receiving timely notifications, businesses can take immediate action to capitalize on opportunities or mitigate issues, contributing to data-driven decision-making.