Metrics derived from server logs or page tags are combined with information from customer surveys. For example,
clickstream metrics enable managers to identify areas that receive low traffic; additional survey data are collected to find
out why traffic is lower than expected. Notwithstanding the usefulness of survey data, managers highly regard clickstream
metrics, as they ‘measure what people do, not what they say’. Managers believe that customers tend to act differently
compared to what they state, and that the clickstream metrics capture the ‘true’ behaviour