Internal Web Statistics Are Only Relevant Internally finally released its April 2010 traffic update, concluding the April 2010 stats update for all the major providers. The Compete interface is by far the most useful, and more data is always useful, period. 

Moreover, the amount of website traffic data renders internal data even more irrelevant for external reporting. I’ve seen a few sites in the sports media space discuss internal stats recently, and I’m always amused to visit Compete, Quantcast, and comScore to see the external numbers trail internals by multiples of up to 10x. The only relevant numbers are public, verifiable numbers, which is why I’ll only use internal stats for evaluating relative performance rather than absolute performance.

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