That's another great question, and we've devoted another entire page to Visitor Demographics . Yet another great question, and of course we've devoted an entire page to Advertising Solutions for your company. Many people use click-through ratios to measure ad success, which is the number of times your ad was seen, divided by the number of times someone clicked it. This ratio will vary greatly depending on a number of factors, and while we do provide these statistics in our online ad reports, they can be a misleading indicator of the success of your campaign. Some of the terms used in Internet advertising are rather confusing.
Hits simply refer to the number of times a server is accessed.
Advertising decisions should be based on impressions. An ad with a multiplier of 2 is displayed twice as often as an ad with a multiplier of 1. Many sites quote their traffic numbers in terms of hits . But, as was explained above, hits are not a very meaningful measure for advertisers. Unique visitors is a bit harder to measure, since Web server technology is limited to measuring only unique incoming IP addresses, and large groups of users are assigned to single IP addresses by service providers.