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What Does it mean?



Unique Vistors
Every computer is connected to the Internet via a connection with a unique identifier called an IP address. This IP address is logged in the server logs much like your phone number is logged in the caller ID of the person you dialed. For many caller ID devices, a second call from the same phone will only display the calling number one time--even if the second call was by a different individual. Conversely, if the same individual calls you from two different phone numbers, both calls are logged. The same holds true for measuring unique visitors to your website.
Unique IP address totals are incremented one time regardless of the number of times the visiting computer connects to your server. Therefore, if two people from the same office call up your website address for different reasons, they are counted only once yet reflect two distinctly different visitors. By the same token, if one of these visitors later visits your website from home that evening, the visit is counted a second time despite the fact that the two separate IPs are from the same person. So, unique visitors are measured as separate connections from a visitor's computer to your website's server and will generally reflect the number of different visitors to your website.

Number of Visits
The number of visits are the total number of visits by all visitors over a given period of time. If I visit your site and then come back 4 more time you should see one Unique visit and 5 visits from me.

Pages
Pages mean total distinct html files or pages looked at on your website. It is a very important number because it is indicative of the “stickiness” of your site.  Stickiness is a good thing. For example, if your statistics show 10 visitors, but 70 page views, it means that, on average, each visitor has viewed 7 pages. A large “page views per visitor” ratio usually means that your site is so interesting and valuable that users are inclined to “stick around” and explore.

Hits
The hits statistic is the most mentioned and is often misleading especially if you don’t understand exactly what it means. Hits represent the number of files sent to a user after a page request (clicking on a link to your website). In order to see the page, the user has to get all the graphic files that are located on your page. If a page has 25 pictures, one single visit will trigger 26 hits: 25 for the pictures and one for the page itself. If your page is linked to any external JavaScript or CSS files, they will also count as hits as well. Hits could be displayed as total hits per year, per month or per day. Hits are important for advertising. Usually web advertising rates for banner ads and such are based on CPM, or counts per 1,000 hits/page views.

Bandwidth
Total size of pages (or files) viewed from a web browser is measured in Kbytes and is called the bandwidth of a website. Sites with a lot of pictures or sites that allow downloads (reports, ebooks, audio files or video) will incur a significant bandwidth usage. If you operate a plain HTML site but still show an abnormally high bandwidth usage, you may need to optimize your images to make them less heavy. It is also an important statistic to look at if you have bandwidth restrictions.

Discovering Trends



Monthly History displays visitor and bandwidth data over time. While the unique IP address is not an absolute reflection of each individual visitor to your website, it does provide a picture of the website's traffic. More than anything, the number serves as a barometer of your website's ability to grow and attract new visitors. Here, you can look for trends such as seasonal gains for your industry. For example, nurseries and garden shops will generally see increased traffic during the spring and summer months. Our goals aim at seeing a general gain in visitors over time--that is, more visitors this year than last, or this month as compared to the previous one. The image above illustrates a nice upward trend in visitors over time which is borne out by the actual visitor count at right
Reviewing Days of the Month may show patterns of usage. For example, a business related website generally has higher traffic during the week with less traffic over weekends and holidays. Family entertainment websites may find the reverse is true. Hours data may prove useful during some advertising campaigns such as through radio or television. Consistent jumps in visitors shortly after radio advertising may be directly attributable to your ads. In cases like this, businesses must actively market to this group with direct tie-ins to the website.

Visits Duration



This another important measurement which will indicate if your web site is holding peoples attention.
In the example above 44.5% of people click off within the first 30 secs, but at least the site is holding the majority of peoples attention.
When people land on your web site, either you keep them with good content or you loose them.
There is a myth that a web site with 3-4 pages will hold peoples attention

Here is an example of a web site with 3 pages



One glance and it's obvious what is wrong, as 88% of people click off within the first 30 seconds.
The web site is failing through lack of content and failing to hold web visitors.
People who own sites like these sometimes come to the conclusion the web is a waste of time and in some ways there is a some truth in the statement.
The truth is 'Web site with minimal content simply DON'T WORK'
Often web sites are sold as a package, where the web owner has little control over the content.
In time the web site becomes stale.

Why do web vistors click off?
People go to a web site to find information.
Often firms place advertisements in the paper and include a web address.
People see the advt, but when they get to the web site there is nothing to be found about the advt, so the web vistor clicks off.

DON'T IGNORE THIS STATISTIC

Conclusion

Awstats is just one of many webstats or traffic analytics packages. Most website traffic tools offer information that help direct SEO efforts. Understanding how to use this information may make take those visitors from "just looking" to buying your products and services.