Friday, December 04, 2009

Unique visitors

Unique visitors is usually seen as key metric in web analytics. Visitors are tracked via a cookie or a IP number. The IP number method is seen as less reliable as some providers allow users to change their IP number. The safer cookie method has flaws as well because
·         People can turn cookies off or delete them
·         People can access the same website with different devices (home, work, mobile)
·         People can use RSS feeds to access content
I think the second point becomes more important now because with the rise of smart phones most people have 2 devices being able to access the internet. So next time you see unique visitors going up as yourself if that's really the case.
PS: There is another point why an increase in uniques is not significant, the increasing internet audience, this is why reach is actually a better measure.

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