Search Trends - Search Engine Marketing

It seems like everyone's talking about "unique visitors" these days as the end all be all when it comes to web analytics. It's interesting to read Matt Belkin's comments on the subject. He recommends scrapping that stat for the more reliable visits number. He includes several reasons for this but basically his argument is that visits is a more accurate representation of actual site traffic. This is very interesting, especially coming from a guy in the web analytics industry. Matt works for Omniture, a local company here in Utah, but also a very big player in the web analytics industry. He makes some good points. I think it makes a lot of sense to focus more on the number of total visits to your site, although unique visitors figures can be helpful in certain situations, as long as the exact meaning of unique visitors is defined and you understand the inherent inaccuracies involved.

Read Matt's full article