How to Compare Web Traffic
When looking at web analytics, it is hard to determine which measurements to use when comparing your current website to past data or to competitor data. There are, however, a few measurements that are important to look at when trying to determine the success of a website.
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Page Views
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The amount of page views your website receives is one of the more popular measurements when determining the amount of traffic that is entering your website. The higher the amount of page views your website receives can mean an increase in monetary value from advertisements or transactions.
Unique Users
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When looking into the amount of users visiting your website, it is important to look at the unique user measurement. Unique users are determined by counting the amount of users who visited your website in a given time period, disregarding the amount of times they came back to the website. Comparing both unique users and page views gives you a more general look at the amount of traffic coming into the website.
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Time on Site
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To judge the effectiveness of the content on your website, it is important to see how long the users stay on the website before exiting to another website or closing their browser. A low time can mean that the users are coming to the website but not finding the right information they were looking for.
Visits Per User
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To determine whether or not your website is worthy enough for users to visit again, it is important to look at the amount of visits per user. Visits per user is a measurement that shows the amount of times a user has visited your website in a given period of time, regardless of how many pages they have viewed per visit.
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