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? Suggestion: The three types of measures are web-centric measures (of which hits is one), audience-centric measures and network-centric measures. Hits are an indication of website traffic. They are important because many search engines (e.g. Google) display websites in order of hits received. Audience-centric measures (e.g. cookies) indicate repeat visitors, and network-centric measures show the other sites that visitors are going to. Expand your arguments.