Web analytics: This refers to the measurement of data collected from a Web site to determine which aspects of the site are helping to achieve business objectives; for example, which pages or content are responsible for increasing sales. Among other things, the data collected includes traffic to the site; email response rates; direct mail campaign metrics; and conversion, sales and lead information. The data is used to improve the site’s performance relative to business objectives. Because the digital arena is constantly evolving, metrics for online success are also constantly evolving.