Re: unique visitors rule of thumb

From: Joel Gehman <joel_at_irant.com>
Date: Tue 21 Dec 1999 07:08:08 -0800

ANDREA WROTE:
> Is there any general rule for guestimating
> unique visitors from page views or hits?
> Thanks.

Of course not. But I'll give you my rule of thumb
anyway.

Unique visitors = 10% of monthly page views. This is
predicated on an assumption that users visit the site 2
times per month and see 5 pages per visit -- or any
combination of visits and pages per visit that total 10
pages views per user per month. Sure it's crude, but
usually when some ad rep starts rattling off how their
site does 10 million impressions, I just smile and say,
"So, the site gets about a million visitors a month?"
This usually results in an eerie silence on the other
side of the table.

Related to this is another rule of thumb: Never buy
more than 10% of available banner inventory. It's
essentially my 10% rule applied to buying ad space. It
does break-down, but all rules of thumb do...

Here's an article that might help
http://www.irant.com/marketing/clickz-990422.html


Joel Gehman
Internet marketing & ecommerce consulting
http://www.irant.com






Received on Tue Dec 21 1999 - 09:08:08 CST