da IMediaConnection.com

ThinkMetrics’ CEO refutes common analytic measures, and describes what to measure instead. You should not analyze what search engines are sending you traffic. You should not analyze what paths people take through your website. You should not analyze the average duration your visitors spend on a visit, or the average number of pages they read. None of these things will help you in the slightest, and in some cases they will even mislead you.

Averages confuse
Average statistics for websites are commonly given for duration (the amount of time people spend on your site), and for average page views (the number of pages people read during a visit). This information is extremely misleading and will probably cause you to make incorrect decisions. The problem with an average is that it can be horribly skewed by the extremely high durations (like the person who spends three hours on your site because they are trying to copy the design) or — more commonly — extremely low numbers.
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