Analysis doesn't happen in a vacuum. And as we've said a thousand times: you can torture the numbers to confess to ... uh, we mean, rationalize ... just about anything.

Matt Belkin of Omniture blogged recently about the differences between Visits and Unique Visitors as they relate to measuring reach and as they factor into the Conversion Rate formula. Matt argues that Conversions per Visit is more important than Conversions per Unique Visitor.

Let's look at Matt's three reasons for preferring Visits over Visitors. As we'll see, his blanket statements are superficially true - at least upon first glance - but a deeper understanding illustrates just how little reasoning supports them.

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