Online Marketing Consultantabout . expertise . principals . portfolio . fees . contact . home

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...

Unique Users - The term “Unique users” is an estimation of a website’s reach

The term unique users is meant to describe the number of unique web surfers that visit a site during a given time period. Exactly how this unique user number is measured varies from site to site, and thus it’s difficult to use it as a meaningful comparative metric. Some sites calculate unique users based on unique IP addresses (a number the internet service provider assigns a user when they log on to the Internet), which is confounded in two ways: 1) the fact that lots and lots of web surfer’s use shared pools of IP addresses, as is the case with AOL users, and 2) the fact that web surfers frequently share computers (e.g. at universities, libraries, hospitals, and other institutions). Other sites that require registration often use the number of unique registered users who log in over a period of time. To make it a little more confusing, other sites use a combination of these two measurements. Without going into any more complicated details, all you really need to know is that in order to compare two site’s unique users, you need to take into account each site’s means of measurement.

>> User Sessions

Authored in 2001 by Stephan Aarstol
while Director of Business Development