Web measurement

Web measurement is the collection and analysis of Internet data that is reported in the aggregate and used for the purposes of understanding and optimizing Web usage. Because results of the analysis are reported in the aggregate, the risk of re‐identifying an individual using only the reported data is negligible. Any individual‐level data collected for the purpose of Web measurement is retained only for a limited time period.

Web measurement is confined to reporting results in the aggregate, whereas Web analytics covers a broader space of practices that may involve reporting individual‐level data.