Systems, methods and apparatus for analyzing Internet traffic. In an aspect, a method receives at a server from a client device a report request for a report related to web site traffic; in response to the report request, sends from the server web site traffic data and application code to the client device, the application code comprising instructions that cause the client device to: generate a report to display the web site traffic data, time the display of the web site traffic data, periodically request updated web site traffic data according to the time of the display, and update the report with the updated web site traffic data; and the method sends from the server to the client device the updated web site traffic data in response to the request for updated web site traffic data.