When it comes to metrics in measuring internet marketing there can be quite a few possibilities.  When it comes to the observation of what gets measured gets done aligns itself with a business’ marketing objectives.  For a small business free services such a Google Analytics can be more than enough to measure some basic objectives when it comes to website traffic. The type level of metrics would be dependent on the marketing goals for a particular business.  For what is available now the available metrics that can provide a business with a relatively detail interpretation of what other sites are leading consumers to a business’ website, then how long and what the potential customers are doing while there.  Simple things like “bounce rate” can tell a business how well the site is keeping potential customers.  Though, this completely depends on the business.  If it isn’t a completely internet-based business, the goal may be to attract the customer then promote action, like picking up the phone and calling for a service or booking through the website.  The current metrics definitely can capture these data points to help a business understand what the web traffic footprint is on their business sites.  It is hard to say if these metrics need to be developed further.  Like previously stated the level of detail depends on the objectives.  Like any technology advancements there is going to be improvements, but in my experience with databases, once you have the data you just have to figure out what the data is telling you.  With marketing that isn’t always black and white there can be some forms of intuition to figure out what the data is saying. So potentially, marketing prediction metrics based on simulated data could be what is next.