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!
