Summer has arrived here in London (!) so yesterday  I took myself up to Sheen Common to watch some village cricket in the blazing sunshine.

Accompanied by an assortment of Sunday newspapers, I couldn’t help but spot the word “hits” being spattered around various articles as a supposed indication of a website’s success.

I’m not sure where the term came from (maybe someone can enlighten me) but I do know that it is somewhat passé and should be expunged from our vocabularies when talking about web metrics.

A website’s success is determined by so many different variables it is difficult to sum up in one word or phrase.

We’ve talked on this blog before about Bounce Rate, Visitor Loyalty and Actionable KPIs.

Really it’s a combination of these insights that help paint a true picture of how well a website should be regarded.

But if this is getting too complicated for a feature story in a glossy magazine, we should at least move away from the word “hits!”

Maybe talk in terms of visitors or visits or even page views?

Whatever we do, using the correct web analytics vernacular is paramount in helping to educate and evangelise just how important and effective web success measurement is.

Check back soon where we’ll be defining adCenter Analytics metrics in detail.