1. A method comprising: receiving, by a computer, information indicative of a transition through pages of a web site; wherein the pages of the web site are associated with navigation entities, wherein a navigation entity specifies a category to which a page of the web site is assigned; attributing, by the computer based on the information received, credit to one or more metrics associated with navigation entities for the pages accessed during the transition; and generating, by the computer, a report that comprises (i) a value for at least one of the one or more metrics, wherein the value is based on an amount of credit attributed to the at least one of the one or more metrics, and (ii) information that is at least partly based on an identity of a navigation entity associated with the at least one of the one or more metrics.