Hits: (every time a single image or file is served to the user) depends on the number of images on a page, impressive big number but nothing more than that. Not very representative of what’s going on.

Page views: how many times any page has been loaded, could signify confusing navigation. The page views and visits are still commonly displayed metrics, but are now considered unsophisticated measurements.

Unique visitors: a real human coming to the site and having a look around.

Impression: An impression is each time an advertisement loads on a user's screen. Anytime you see a banner, that’s an impression.

Frequency / Session per Unique (recency): Frequency measures how often visitors come to a website. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors. Sometimes it is used to measure the loyalty of an audience.

Links:

Difference between Unique Visitor and Absolute Unique Visitor.
http://www.kaushik.net/avinash/2009/04/standard-metrics-revisited-6-daily-weekly-monthly-unique-visitors.html

Should you focus on the click through rate ?
http://blog.nielsen.com/nielsenwire/consumer/is-the-ad-biz-through-with-click-through/

If you have any advertising queries email rachel [at] kmag.co.uk or phone 0044 (0)207 183 0468.

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