How to determine monthly Web site visitors

It never fails. I'm truly amazed each time someone tells me they manage their Web site without reviewing their log file reports. I've always wondered how someone could manage something without measurement.Then it finally hit me -- and it's such a simple explanation.No one ever told these marketing managers that Web site activity reports exist. Their hosting partner -- or worse -- their own IS department simply forgot to tell them about these "secret" reports. It sounds funny, but it's true.Well if the only interaction between you and your hosting partner is a monthly invoice, don't worry. One simple phone call will change how you manage your Web site.If your site is hosted in-house or at corporate headquarters, contact your IS department. If you pay another business to host your Web site, give them a call.Tell them you want monthly traffic reports delivered to you each month. A common report is produced with "WebTrends" software and it's run against the Web server's log files. Some Web hosts may charge an additional fee and others may not. Some deliver the report via email and others require you to access it through their Web site.During the discussion, be sure to tell them you need constant access to the reports. Regular analysis will help you make more informed decisions regarding Web site success rates and future modifications. If your Web host cannot accommodate your request, drop me a line at rcostello@websiteprofitdoctor.com and I'll recommend one that can.Once you have the report, look on the first page. Take note of the line item that reads "timeframe" or the area that shows the report's duration. The most common report timeframe is one month.Then look for the line item that reads "unique visits," or "unique visitors." That's how many people came to your Web site within the report period. If someone visits more than once, the report does not count the second time. (To track total visiting users, use "total visiting users" or "total visits.")Unfortunately, many reports don't measure unique visitors as accurately as we'd like. Instead, the number of unique visitors is calculated (actually estimated) by combining Web server requests from a single IP address. It's not 100% accurate because multiple users can share the same IP address within the report period. (An IP address identifies a temporary or permanent connection between your computer and the Internet.)Tip: Make sure the software used to generate the report filters out activity that originates from your static IP address. (That's if you have one - check with your IS department). If employees regularly visit your Web site, it will skew the report data comprised of prospects and customers.Ok, now you're part of our secret society. Want to take it to the next level? Learn how to measure Web site effectiveness or find out if your home page is hurting your business.