This document discusses different categories of web analytics data: 1. Referrers show where visitors came from like search engines or other websites. Referrers are important for understanding traffic sources and are critical for marketing success. 2. Temporal data analyzes metrics over time like by month, week, day or hour. Time on site and between pages provides insights but requires custom reports and works best with other data. 3. Geographic data is important for understanding and segmenting markets. Location data has low error rates and cultural factors are relevant. It also impacts operations like load balancing. 4. Technology data covers operating systems, browsers, devices and security levels. It defines markets and combines with other internal