Evaluating website performance. It seems that many digital marketing organisations use hits as a measure when evaluating

❸ Evaluating website performance. It seems that many digital marketing organisations use ‘hits’ as a measure when evaluating their website performance. Three groups of measures are mentioned in this chapter, and hits are only one measure within one grouping. Why might online marketers use hits as a performance measure? Should they be using other measures? Why, or why not? (Learning Objectives 1, 2, 3 and 5) (AACSB:

Communication; Use of IT; Analytical Thinking)