1. The document discusses using internal and external metrics to measure website performance and user behavior. Internal metrics measure how users engage with specific content pages and sections, while external metrics examine traffic sources and competition. 2. Combining internal stickiness metrics like return visits and time on site with external metrics on traffic sources allows targeting ads to different audience segments. 3. A case study shows how NYMag.com used internal and external metrics to redesign their site, increasing performance and decreasing bounce rates.