“What if you build a website and nobody comes? Or web surfers are dropping by but your bottom line is still dropping? How do you measure success?

Not by website hits, according to Avinash Kaushik, Google’s analytics evangelist and the man who debunks many traditional attempts to measure the rate of return on companies’ website investments.

“‘We got this many visits to this many pages, or people spent this much time on the site’ — all these metrics don’t matter,” said Kaushik, author of Web Analytics: An Hour a Day and his soon to be released Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.

“What I want to know is what is the loyalty of those visitors. Measure behaviour, not hits.”

Read this article from the Vancouver Sun.