Comparing apples to oranges

With hundreds of different web analytics tools being used on different sites, it is important that there are standards for measuring visitor volumes. In particular, there are different techniques for measuring unique visitors which can be measured through IP addresses, but this is more accurate if it is combined with cookies and browser types. International standards bodies such as the Web Analytics Association (www.webanalvticsassociation.ora) and UK organisations such as ABCelectronic (www.abce.ora.uk) and JICWEB (www.jicwebs.ora) have worked to standardise the meaning and data collection methods for different measures. See Table 9.1 or visit these sites for the latest precise definition of the terms in this section. Media buyers are particularly interested in accurate audited figures of media sites and organisations such as ABCelectronic are important for this.

Table 9.1 Terminology for key web site volume measures

Measure

Measure

Definition

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