The article contends about measuring success in the design and evolution of personalized interactive Web services for electronic-business. Collecting data services two functions. It provides option to nurture loyalty by analyzing patterns of information learnt. The emergent e-business intelligence then offers the option of evaluating how effective a user interface has been. E-business intelligence is essentially the analysis and use of information collected about visitors to an e-business Web site. To measure success, it is important to understand what success implies, in terms of the goal of the Web site. Metrics required for evaluating success follow directly from goals. Online advertisement banner industry provides an interesting example of metrics involved for evaluating success. Advertising banner companies set their prices based on click-through and look-to-buy metrics. A high click-through ratio implies that the advertisement is bringing more visitors. Look-to-buy metrics fair well for measuring the effectiveness of dynamic, personalized content.