Web analytics based on server logs assumes a fixed or static
IP address. However, this is often not the case for home users. These users are usually assigned
dynamic IP addresses, via Dynamic Host Configuration Protocol (DHCP), which can change from time to
time. When this occurs, an existing user assigned a new IP address would be captured as new user,
which artificially inflates the number of new users and deflates the number of repeat users.
Although this occurrence is infrequent, it can cause problems in accurately tracking and analysing
user behaviour.
