13. The computer-implemented method of claim 10 , further comprising: processing the plurality of session logs to calculate one or more of a number of sessions associated with the one or more referring search terms, a percent of all sessions associated with the one or more referring search terms, an average number of web pages viewed during each session initiated with the one or more referring search terms, a number of sales resulting from sessions initiated with the one or more referring search terms, or a number of information requests made during each session initiated with the one or more referring search terms.
10. The computer-implemented method of claim 1 , further comprising: storing the one or more referring search terms in the session log, wherein the one or more referring search terms are used to locate the web site from the referring web page; grouping a plurality of session logs according to the one or more referring search terms; processing the plurality of session logs to calculate probability information relating to the one or more referring search terms and the one or more web pages within each session log; and generating display information that includes the one or more referring search terms and the probability information, wherein the generated display information is for use in providing a graphical display that relates the probability information to the one or more referring search terms.