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1. Web Measurement Basics > 1. Talk the Talk

Talk the Talk

Learning how to talk the web measurement talk is the first step in really taking advantage of the data, especially if your hope is to someday become a professional “web data analyst.”

In web measurement, terminology is tremendously important. Because so few people have experience measuring activity on the Internet, it is important to explain the most important terms and how they’re used. If you’re technically inclined, this hack is designed to help you understand how the bits and bytes are translated into information about human activities. If you’re more marketing oriented, this hack will help you understand where the information comes from.

Figure 1-1 illustrates the relationship between the basic terms. As you can see, as the volume of available data decreases, the value of that information increases. At the bottom of the pyramid and in greatest volume, we have “hits,” and at the top, we have “unique visitors,” the holy grail of “things that can be measured.”


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