Metrics used Things to think about

Who? Unique UsersUnique BrowsersUnique Devices

Beware the ‘unique’Uniques can’t be added togetherBrowsers are not people

What? Page ImpressionsPage ViewsSessionsVisits

Counting pages ‘served’ vs. ‘viewed’Systems count things differentlySeveral visits can occur within a session

Where? Rankings of sites Sample sizesMarket CoverageData source

http://www.iabaustralia.com.au/images/uploads/Draft_Industry_Standards_for_Online_Audience_Measurement.pdf

Use the right tool for the jobUnderstand how methodology impacts results

Survey Based

Panels Web page measures

Server Side Measures

ISP Based

Demographics of people

Explore website traffic patterns Competitive ranking