Stop using “hits”

Back in the days of early web (pre-bubble 1.0) “hits” was a popular metric used to measure popularity of a webpage/site. Technically a hit is “a request for a file from the web server.” Any file – jpg, png, css, js, pdf, html…you get the point.

I am amazed how many people still use “hits” when talking about their website and even tech bloggers use them in their articles. It is not that the hits metrics is wrong, it is useless. It does not tell you anything about the actual usage of a website. I can always increase the number of hits by 10X my blog gets by adding 10 1px by 1px images in the footer. The number will sound really larger, but the usage of the website will be same.

Now that we know that the 2,200 – no – 22,000 hits Zuckerberg got in the movie The Social Network isn’t that impressive, let’s see how should we refer our traffic as.

I believe when most of the people these days talk about hits, they actually mean pageviews. As a tech startup founder or a tech blogger you need to know what is the difference between a pageview and  hits.

I consider “pageviews” as the lowest granular metric that you can talk about a website. It is better than hits, but still doesn’t tell you much about the user retention or engagement.

Here are some of the metrics that do tell something about your website:

  • Visitors
  • Unique Visitors
  • Repeat Visitors
  • Pages Per Visit
  • Time Spent Per Visit
  • Monthly Active Users
  • Daily Active Users

All Tech bloggers and startup founders – Please stop using the word/metrics “hits“.

You should follow me on Twitter at @gsharma.