Site-centric measurement involves evaluating the audience of a website or mobile application based on data collected directly from the site itself. This method typically relies on specialized tools such as Google Analytics, which measure and analyze traffic by tracking different website pages or application screens. Information is collected locally at the content level, but the analysis process is handled by the servers of the web or mobile analytics solution. While it was once possible to perform this measurement locally by directly analyzing log files, this practice is now rare. Site-centric audience measurement differs from the user-centric approach, which relies on collecting data at the user’s endpoint. These two approaches can be combined within a comprehensive audience analysis system.