Pageviews, visits and visitors, are apparently the most important metrics for measuring our website performance. Then as much pageviews, visits and visitors we could have as better our site performance is.
Unfortunately this view is not only weak but incorrect.
Those three metrics allow us measuring different kind of things. So if we have a publisher website our main metric is pageview (this is the way it works but is has lot of issues I’ll mention in a future post).
If we are measuring a chat, unique visitor is out metric, because what we do want is people stay in the chat longer and not to come in and come out.
So not all the indicators are KPI’s (key performance indicators), and you make the difference by defining and giving them the correct meaning.