Don`t get caught up in the numbers.... Use them as an Index..
if you got 5,000 hits (or uniques, or whatever you`re using) last month and you get 7,000 this month then that`s good. You did something right!
If you converted .9% of those into sales last month and you got .6% this month, then you did something to your site that hurt your sales. Or, your new traffic didn`t convert as well.
One last tip: Write down your changes and date them. Give it time so you can measure the changes. Otherwise you`ll drive yourself nuts trying to measure traffic. It`s very easy once you understand it`s just game of making a change and measuring it.
Bryan C. Fleming