A01 chaf6542 06 se fm indd

 log‑  fi le analyser

 . Examples of transactions within a log file are:     

   www.davechaffey.com    – [05/Oct/2012:00:00:49 -000] “GET/index.html HTTP/1.0” 

200 33362  

  www.davechaffey.com    – [05/Oct/2012:00:00:49 -000] “GET/logo.gif HTTP/1.0” 

200 54342   

 Despite their wide use in the media, hits are not a useful measure of website effectiveness 

since if a page consists of 10 graphics, plus text, this is recorded as 11 hits.  

Page impressions

  

or page views and  

unique visitors

  are better measures of site activity.     

 An example of visitor volume to a website using different measures based on real, represent-

ative data for one month is presented in  Figure   12.12   . You can see how hits are much higher 

than page views and unique visitors and are quite misleading in terms of the ‘opportunities to