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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Page Views per Session - The importance of “Page views” divided by “User sessions”

Page views per hour/day/week/month give a good deal of information about a site’s overall traffic all by themselves, however viewing them in conjunction with the number of user sessions during the same time period gives a much better picture. This metric allows potential advertisers to discern the stickiness of a site. A site that records 125,000 user sessions and 500,000 page views during a given month (the average session is 4 page views) is a much different advertising opportunity than another site that also records 500,000 page views, but only records 25,000 user sessions (the average session is 20 page views). Which one is better really depends on your advertising objectives. Taking a good look at the number of unique users for this same time period will paint the rest of the picture by giving you an idea of each sites repeat traffic tendencies.

>> Dwell Time

Authored in 2001 by Stephan Aarstol
while Director of Business Development