This report investigates the use of web analytics for measuring digital marketing performance in the UK fashion industry. The research methodology employs a positivism philosophy and descriptive research design, utilizing a deductive approach and case study strategy. Data collection involves both primary data gathered through questionnaires and secondary data obtained from various sources. The study uses quantitative research methods, with frequency distribution analysis for data interpretation. Findings reveal insights into the role of digital marketing in the UK fashion retail sector, including its impact on customer engagement, online presence, and the ability to target ideal buyers. The report concludes with recommendations for fashion businesses and identifies limitations and future research directions. Desklib provides a platform to access this and more solved assignments.