The IP address of a visitor refers to the computer address that has been used by the later and it can be practical in many ways.
You can know who visited your website and from where they are from. You will be able to know how many times the same user has visited the website and what are the favorite sections that are chosen by the user. By this, you can optimize your website depending on your public. Personalizing your website is a great marketing tool that can increase the traffic on your website.