11. The system of claim 9 , wherein the web-reading device is configured with code which is written at least partially in an embedded scripting language and which is capable of least partially creating the dynamic variable specification.
9. A web analytics server system, comprising: a processor; a memory which is interoperable with the processor; reception code configuring the memory and capable of controlling the processor to make the server system receive a web-beacon request and a dynamic variable specification, wherein the dynamic variable specification was built, at least partially, at a web-reading device for inclusion in a transmission of the web-beacon request, and wherein the dynamic variable specification comprises identification of: one or more dynamic data variables; and for each of the one or more dynamic data variables, a data source from which to collect a data value corresponding to the respective dynamic data variable identified; and interpretation code configuring the memory and capable of controlling the processor to cause the server system to interpret the dynamic variable specification, wherein interpreting the dynamic variable specification comprises: collecting, from the data source identified by the dynamic variable specification, the data value corresponding to each of the one or more dynamic data variables identified; and assigning each data value collected to the corresponding dynamic data variable identified.