JenniferReddington

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Online is blessed (or cursed, depending on your perspective) with a lot of different measures. Several systems can provide any one of the measures outliend above. For example, {Review Chart}. Unlike other media which have just one accepted measure (OzTAM ratings in TV), there are no agreed industry standard measures in online, which makes life difficult. The IAB is working on rectifying this situation, as obviously having one set of numbers that are used across the industry is crucial.

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http://www.iabaustralia.com.au/images/uploads/Draft_Industry_Standards_for_Online_Audience_Measurement.pdf Metrics used Things to think about Who? Unique Users Unique Browsers Unique Devices Beware the ‘unique’ Uniques can’t be added together Browsers are not people What? Page Impressions Page Views Sessions Visits Counting pages ‘served’ vs. ‘viewed’ Systems count things differently Several visits can occur within a session Where? Rankings of sites Sample sizes Market Coverage Data source
Use the right tool for the job Understand how methodology impacts results Survey Based Panels Web page measures Server Side Measures ISP Based Demographics of people Explore website traffic patterns   Competitive ranking