IFABC metrics

The IFABC metrics are de facto the industrial standard for web analytics.

They are set by the International Federation of Audit Bureaux of Circulations (IFABC), is a voluntary federation of industry-sponsored organisations committed to the accurate and transparent reporting of comparable print and new media performance data.

Problems with IFABC metrics for public administration
IFABC web standards define the key metrics relevant in buying and selling digital media.

The IFABC metrics are not always relevant to measure public/governments websites. See metrics defined for public sector.