Quick post this, but important nonetheless. One pager offering a list of standard metrics for online media, so you can not only impress your friends, but also work out if your campaign has any way by which it can be measured like for like. Now, before you all scream out "isnt this obvious?", I should add that I've recently started working for an offline agency. Just the other day someone asked me to decipher a web log and explain the difference between a "visit" and a "unique visit".
Just found an even more comprehensive link here, so now there's no excuses...
The rule of thumb - if your mum don't know, then you should assume most people don't.
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