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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 - The industry standard measure of site traffic is called “Page views”

When comparing the relative traffic of one website to another, the most unadulterated metric that you are going to find is called a page view. In advertising circles, the term page view is often used interchangeably with the term impression. In general terms, a page view occurs when a web user requests a single web page from a website server. Due to what’s called browser caching, not all page views (as defined above) are recorded by a website’s traffic software. Browser caching is when a web user goes back to a web page that they’ve already visited and their computer doesn’t need to ask the web server to resend the page because a copy of that page was temporarily saved in the browser cache the first time it was requested by the web user. The result of browser caching is that web site statistics you always hear people quote in terms of page views are always an underestimation of the actual page views that a website generates. The good news is that this underestimation applies to every website in roughly the same proportion, so it’s still a useful metric for comparison.

>> Unique Users

Authored in 2001 by Stephan Aarstol
while Director of Business Development