Internet Terminology

Unique Visitor: is the same as a 'Visit' except that the figure excludes repeat visitors.

Hit: A Hit is recorded when any file from a Web site is downloaded by a user - for example: an html page, a graphic or a downloadable file. If a page contained 10 graphics, a visit to that page would be recorded as 11 'Hits'.

Page Impression/ Request: is recorded every time a Web page is downloaded. When you compare your User Sessions to Page Impressions you can very easily see how 'useful' or 'interesting' your users find the site (i.e the more page impressions per user the better). Flash and frames can also confuse the hits/pages really obtained so use with care (e.g. A two framed page with a top navigation bar and body results in THREE page requests).

Ad Request: An opportunity to deliver an ad element to a Visitor.
Click: When a Visitor interacts with an advertisement.

Click Rate: A percentage of response, (measured by) Clicks divided by Ad Requests.

Return Visits: "The average number of times a Visitor returns to a site over a period of time." (Relies on having a registration method).

Time: "The elapsed time from the first to the last Page Request that constitutes a Visit, and adding the average time per page for such Visit.

"I think there is a world market for 'maybe' five computers"
THOMAS WATSON Chairman IBM 1949

"A high number of hits on a web site could mean that the visitor could not find what they were looking for!"
Anon

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