This paper is structured as followed. Section 2 reviews the literature on the evolving use of clickstream data as web metrics and its limitations. After a brief discussion of the design of the case study in section 3, the main results are presented in section 4. The results section is structured based on a number of relevant themes that emerged from the interviews. The paper concludes in section 5 with an overview of implications, both academic and managerial, and directions for future research.