Also, which number is the most important? And which should I (or shouldn`t I) quote to customers?
It`s really important to understand what your numbers mean. I`d start by working out who is included in them. Some stats programs report "viewed" and "total" figures while others only use "total" figures. This is important because on a site with low traffic your total figures will be inflated by search engine indexing (and even your own visiting the site). On a small site I keep only 1 in every 3.5 pages served is viewed by a real person.
Unique Visitors: The number of unique people who accessed your site during the month. (i.e. if one person visitied your site every day it should report 1 unique visitor instead of 30).
Number of visits: The total number of visits during the month (i.e. if one person visited your site every day it would report 30 visits).
Pages: The number of web pages that were viewed by the people who visited your site.
Hits: A count of all the pages, images, files, style sheets, etc. (i.e. a page with 9 images would count as 1 page but 10 hits)
So what should you quote? That depends on whether you want to inflate the figures (without telling a lie) and what you consider commerically sensitive.
If I wanted to inflate the site usage without telling a lie:
2. Number of visits (maybe)
If I wanted to provide a more honest picture:
1. Number of unique visitors
2. Number of visits
3. Number of pages
Just remember that the last three will also tell competitors how well your doing.
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