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However, if we take a deeper look, the records in the server access log do not provide enough information to be truly useful for your marketing. They cannot give you detailed and distinctive information about repeated and unique visits, transaction cycle time, details of visitor's browser, screen and operating system, effectiveness of your advertising campaigns, keywords and referrers, etc. Even if it's possible to extract this information from a server log, it requires very sophisticated log analysis software and a great deal of time spent on integration and organization.
Moreover, for certain reasons, server logs do not often provide information with the precision we want. The main reasons are as follows:
1. Visits made by a person who uses a dynamic IP address (e.g. accesses the Internet via dial-up) will be recorded as made by several visitors.
2. Visits made through a corporate network with only one external IP address will count as made by one unique visitor.
3. If a page hasn't finished (or hasn't even started) loading into the user's browser, the server writes this visit to log as soon as it has sent back the request header. However, the visitor may have not seen this page at all.
