The parameters that your application sends to the data collection server populate the metrics and reports that you view in the Analytics Service web portal. Depending on the needs of your organization, you can make the metrics and reports as simple or as complex as you want them to be by manipulating the arguments that you pass into the data collection methods. Metrics describe high-level information such as the number of screen views, number of unique users, and the average length of sessions. Reports contain more detailed information about specific events that occur in your application, such as button clicks, ad views, and errors. For a complete list of the metrics and reports that are available, see the Analytics Service Web Portal User Guide at www.blackberry.com/go/analyticshelp.