Panel data is the most useful because it has a source of data that is unambiguous, it creates a single person rather than 2 people that it would be on a server log if the same person works from home and work, and lastly a firm can collect behavioral and demographic data. Server log, coded page, and panel data have in common that they all store and retrieve data. The differences are that server log cannot be immediately processed like panel or coded pages. Coded pages are logged in pixels where as server log is recorded in hits. Server log records the same person as two different persons in different locations, panel and coded can get rid of this problem and recognize the same person, this allows for more accurate data. Data collected by coded can be processed in real time and server log data cannot be. Data collected in coded pages is through cookies unlike server log information.
Traffic is measured in hits, impressions, page views, sessions, and click-throughs. Audience is measured in visitors, behavior on the site( number of page views, session time, path through the site, shopping cart abandonment, and entry page or where they enter the site from). Campaign measures the effectiveness of marketing efforts, such as communication channels( email, mail, online banners) and by offers( like free shipping or coupons). These have to be measured during a specified time and by other metrics such as number of views per month, the hits for each hour of a day and average number of visit’s a day, just to name a few.
A single campaign can have endless variables. A single can have many reports in a single category. You can then break it down further, choosing the specific time in which you want to see a report for. You can also view reports in browser format, where you can view many things such as sites visitors came from, affiliates, and newsletters, this can be found on panels on the web browser. All of the measures are obtained from the users activity. It is collected from before the user enters the site, where they enter from, what they do on the site, how the go through it, and when they terminate their use.