Average time spent on system: In the past, consumer websites kepttrack of how long users stayed on their site, hoping to increasestickiness. Now, most Web managers--especially those working on B2Bsites--want to help users get on and off their sites as quickly andpainlessly as possible. "Our goal is to reduce time spent on our site,and that sounds counterintuitive," says IHS's Magin. "If our users aresatisfied, we should see more sessions and less time persession."

Like Saab Cars USA, many companies are just now deciding to getserious about Web metrics, even though the technology is not brandnew. "Until the recession really hit, there wasn't much urgency aroundWeb metrics," says Forrester Research's Souza. Now, the focus is ongetting business results, and quickly. "Ultimately, we need ananalytics tool that can work for our websites around the globe," saysAmling, of Saab Cars USA. "And we need to get moving quickly."