1. A web analytics method, comprising: building, at least partially at a web-reading device, a dynamic variable specification comprising 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; subsequent to said building, transmitting, from the web-reading device to an access node, a web-beacon request indicated in a web page read on the web-reading device, wherein the web-beacon request includes the dynamic variable specification to report analytics data pertaining to the web page to an analytics data collection server, wherein a value for at least one of the one or more dynamic data variables is not included in the web-beacon request from the web-reading device; wherein the access node is configured to forward, to an analytics data collection server, the web-beacon request including the dynamic variable specification; and wherein the analytics data collection server is configured to interpret the dynamic variable specification, and 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.
1. A web analytics method, comprising: building, at least partially at a web-reading device, a dynamic variable specification comprising 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; subsequent to said building, transmitting, from the web-reading device to an access node, a web-beacon request indicated in a web page read on the web-reading device, wherein the web-beacon request includes the dynamic variable specification to report analytics data pertaining to the web page to an analytics data collection server, wherein a value for at least one of the one or more dynamic data variables is not included in the web-beacon request from the web-reading device; wherein the access node is configured to forward, to an analytics data collection server, the web-beacon request including the dynamic variable specification; and wherein the analytics data collection server is configured to interpret the dynamic variable specification, and 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. 4. The method of claim 1 , wherein collecting the data value corresponding to the dynamic data variable identified comprises obtaining a data value from a database.