The document discusses key metrics and considerations for online audience measurement including unique users, unique browsers, unique devices, page impressions, page views, sessions, visits, and rankings of sites. It notes that unique measures cannot simply be added together and browsers do not equal people. The document also covers survey based panels, web page measures, server side measures, ISP based data sources, and demographics. It emphasizes understanding how methodology impacts results and using the appropriate measurement tool for the intended purpose.

1. 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

2. 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