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FutureNow Article
Saturday, Apr. 15, 2006

The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”

By John Quarto-vonTivadar
April 15th, 2006

In the Visits/Visitors debate, side with Unique Visitors

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. We occasionally see our own clients make this sort of slip-up, so it’s worth examining the merits of the argument.

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John is the co-author of the best-selling Always Be Testing and 3 other books. You can friend him on Facebook, though beware his wacky swing dancer friends, or contact him directly at

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