Metrics can be used for site usability problems, program & site mgt (web pages and email), visitor behavior and tracking essential for marketers. Usability test checks if the potential customer successful used your site to get what they needed.
Server Request logs record the IP address, date & time, code showing if successful or not, #of bytes transferred,etc. Coded pages track visitors web sites. Panel data is a software which records clickstream data with an unknown source. It measures home & work for the person including demos and lifestyles. They all record activities of a web site. But SL records the info on the server side while coded data records info from the browser side. Codes pages better because IP addresses changes which might give error results from the same visitor counted more than once. Codes pages gives real time of info on the site metrics. Server log data can be quick but cannot do this. Panel data the data is unknown, not good, but other info is significant like demos.
Basic metrics are site traffic, hits, page views, visitors, unique visitors, and impressions. They’re essential in internet marketing development.
Clickstream is a significant source of information. Traffic & Audience Measures for Marketing decisions.