The two basic approaches to producing in-depth traffic and audience metrics are server log data and the collection of panel data. Describe each in detail, indicating both how they are similar and how they differ from one another. Give an example of a metric produced by each

Server logs collect each file request as pages are served as well as data about the origin of the request. Panel data collects web use data from a statistically valid sample of identified Internet users.

Both collect audience, traffic and campaign data. Panels have the additional benefits of being able to combine profile data of panel members and to offer comparative measures like traffic to competitor sites.