A hit
is the result of a file being requested and served from
your web site. This can be a html document, an image file,
an audio track etc. etc. Web pages that contain a large
number of elements will return high hit scores. Hits are
of very little consequence when analysing your visitor
demographics.
A page view means just that. Once again, it is not
a true indication of how many different people are
visiting your web site, but it is a good way to judge how
"sticky" (the ability to retain the interest of visitors)
your web site is and is an important consideration
regarding the possibility of attracting high paying
advertising.
A unique visitor is where stats really count. It is
someone with a unique IP address (when you log onto the
Internet, you are assigned a unique IP address, or if you
are a cable modem user your IP address is usually
"static", it never changes) who is entering a Web site for
the first time that day (or some other specified period).
Your IP address is an identifier, while you are using it,
no else on the Internet can utilise that particular set of
numbers. Your number is counted once, usually for a 2-24
hour period, dependent up the tracking software. So no
matter how many times a visitor refreshes or navigates
through your web site, they will only be counted once for
the specified time period. This is by far the more
accurate way of analysing web site performance.
When you divide the number of visitors by the number of
page views, this can give an excellent indication of
whether traffic is transient or is staying on your site.
If the average is one page or under, you can be pretty
sure that there is something on your pages that is scaring
people off. Perhaps the load time is too slow or your
opening statement is inappropriate. Remember that due to
bandwidth considerations, those first few elements that
display as your page is loading may be the deciding factor
as to whether a visitor waits around for the entire page
to load.
Studying your web site traffic can take up a fair amount
of time, but it is definitely worth it. Of course in
amongst all this you need to be able to make the time to
carry out promotion, maintain linkages, develop new
content etc etc etc. Running a large, content rich site is
definitely not a part-time job!
