A basic understanding of the elements of the application value chain will help us develop an appropriate Web metrics framework. In general, the process begins when the business units (Line of Business Executives, Marketers, Product Managers) define the desired results and set the application requirements. Next, the production units (Designers, Developers, Quality Assurance Professionals) will create an application that meets the stated requirements. The code, or structure of the application itself, is handed to the IT operations group (Network Engineers, Operations, Architects) who will ensure that it is delivered to users in a highly reliable fashion. Users (consumers, partners, employees) will interact with the application and (if all goes well) deliver the desired results for the business units.