Hits: Any files requested from the server (including files that are graphics and scripts).  The word “hits” actually refers to the total number of files that are requested from the server. Therefore the number of hits to a site is always going to be significantly higher than the actual number of visits to the site. This is because a typical visit to a website will include “hits” on a number of pages. Not only is each page counted as a hit, but all the graphics and scripts on every page requested are also counted. Given the number of graphics on a typical webpage, the difference between hits and visits is substantial. It would not be uncommon for a traffic report to show ten or even twenty times as many hits as actual visits. Pages: Also known as a web page, a page is defined as a single file on a web server. For example, a page could be an HTML (Hypertext Markup Language) document, an image, a java applet, a CGI script, etc. Any file that is neither a gif nor a jpeg is considered a page. Unique Visitor: A unique visitor is an IP address that has made at least 1 hit on 1 page of your website during the current period shown by the report. If this host makes several visits during this period, it is still counted only once. Visits: Number of visits made by all visitors. Think “Session” here: When a unique IP accesses a page and then requests three others with less than an hour between any of the requests, then all of the “pages” are included in the one visit.  You should expect multiple pages per visit and multiple visits per unique visitor (assuming that some of the unique IPs are logged with more than an hour between requests).