Methods and apparatuses are described for dynamic generation of custom web analytics data. A computing device renders a webpage comprising a plurality of page elements, where the webpage is assigned one or more attributes and each page element is assigned one or more attributes. The computing device detects one or more interactions occurring with one or more of the plurality of page elements on the webpage. For each detected interaction, the computing device identify the page element with which the detected interaction occurred, captures at least one of the one or more attributes of the webpage, captures at least one of the one or more attributes of the identified page element, aggregates the captured attributes of the webpage and the captured attributes of the identified page element into a custom variable, and stores the custom variable in a local memory module of the computing device.