One of my pet peeve’s with web analytics is the lack of
understanding by most folks that are interested in getting traffic
reports, in that they think as long as they have a chart showing my
page got x amount of traffic, then its all good. Tracking pages for the
purpose of just knowing views, visits etc is pointless unless you have
a measure of what is success.
Invariably I get about
4 or 5 requests a day with someone saying, “my manager wants to know
how this page did.” Essentially, they are asking how many ‘hits’ did
the page gets. This in itself is pointless, as they have no idea what
is a good number is, since they didn’t set any objective to the page.
Is 10 visits good? Is 1,000 good? Is 1 million good? The answer is
maybe, on all of the above. It all goes along with expectations, and
whether it gets you anything, whether it be $, registrations, leads,
etc. Most folks however, just want the #’s to put into a pretty chart
to prove that their page or site did something (whether its meaningful
Every page or site should have a purpose. A more meaningful
measurement is to find out how that page is performing in regards to
meeting the purpose. Maybe the goal is to get a visitor to another
piece of content or to a shopping cart. But just getting the # of
‘hits’ doesn’t tell the full story of the success of a page.