In recent years, website marketers were concerned with increasing ‘hits' and the ‘stickiness' of their sites. They were concerned with increasing page views and the amount of time spent on the site. This is definitely a hold over from the paper based businesses of the past, and has proved to not be of much use in the fast moving internet world.

As a result, hits and views are no longer considered useful metrics for evaluating website success. They simply don't provide the right kind of information needed by online marketers. Now they look at conversions, drop-out rates, return on investment and revenue per visitor.

Internet marketers of today want to make more money. To do this, they must understand their visitors, their motives, where they came from, what they were looking for, and how they found the site. And most important of all: what made them make the decision to buy or what made them abandon the purchase.

In order to accomplish this, they need a powerful new set of analysis tools; tools that are fast, accurate and easy to use. And most important, these tools must be able to measure performance over time. That is, the marketer needs to be able to set a baseline for any metric and then measure a percentage of increase or decrease at a later time. And the time frame needs to be long enough to show meaningful results - usually 30 days or more.

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