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   Site‑  visitor  activity 

data 

  Information  on  content 

and services accessed by 

e-commerce site visitors.   

  Hit 

  Recorded  for  each 

graphic or text file 

requested from a web 

server. It is not a reliable 

measure for the number 

of people viewing a page.   

   Log‑  file  analyser 

  A separate program such 

as Webtrends that is 

used to summarise the 

information on customer 

activity in a log file.   

  Page  impression 

  A more reliable measure 

than a hit, denoting one 

person viewing one page.   

  Unique  visitors 

  Individual visitors to a 

site measured through 

cookies or IP addresses 

on an individual 

computer.   

 Figure 12.11 

 Example of measure from Hootsuite application for measuring social 

media  marketing       

  Source: uberVU via HootSuite  

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Part 3  Implementation

see’ a message. We can also learn from the ratio between some of these measures – the figure 

indicates:

● 

Pages per visit (PPV) – the average number of pages viewed per visitor to a site (this is 

indicative of engagement with a site since the longer a visitor stays on a ‘sticky site’, the 

higher this value will be). Duration on a site in minutes is inaccurate since this figure is 

skewed upwards by visitors who arrive on a site and are inactive before their session times 

out at 30 minutes.

● 

Visits per (unique) visitor (VPV) – this suggests the frequency of site visits. These data are 

reported for a month, during which time one would not expect many returning visitors. 

So it is often more relevant to present these data across a quarter or a year.

Other information giving detailed knowledge of customer behaviour that can be reported by 

any web analytics package include:

● 

Top pages.

● 

Entry and exit pages.

● 

Path or clickstream analysis showing the sequence of pages viewed.

● 

Country of visitor’s origin (actually dependent on the location of their ISP).

● 

Browser and operating system used.

● 

Referring URL and domain (where the visitor came from).