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The fundraising department uses the following statistics from the main wiki cluster to inform campaigns and update banners in realtime:
Requests to /beacon/impression, sampled at a rate of 1:10. We store timestamp rounded to the minute, plus querystring variables 'banner', 'campaign', 'project', 'country', 'language', 'result', 'reason'
Landing page impressions
Hits to selected URLs on donate.wikimedia.org and wikimediafoundation.org. Querystring variables stored include utm_*, project, language, and country
Unique email clicks
For landing page impressions with a contact_id, we insert utm_source, utm_campaign, contact_id, and link_id into a table with a unique constraint on those columns, using 'ON DUPLICATE KEY' to discard clicks after the initial one for a given donor and email