Abstract: Embodiments of a method for generating reports are illustrated. In an embodiment, the method includes receiving a log record from a tracking component that is located on a plurality of web pages. The method includes extracting a plurality of user features for a plurality of users based on the at least one log record. The method further includes determining a first mapping between the plurality of users and a plurality of user features, and a second mapping between the plurality of users and a plurality of advertisement campaign descriptors. The method also includes merging the first mapping and the second mapping to create a merged data model, and analyzing the merged data model to generate reports.