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Dear Webmaster,

If you were in a sharp-shooting contest, would you rather be given a large supply of ammunition in a dark room, or a single loaded gun in a room that was brightly lit? That's not a tough decision, is it? You want to be in the room where you can see the target, NOT a room where the target is invisible. You're far more likely to hit the target with just a few bullets in a well-lit room than you are to hit the target in a dark room, even if you have a lot of ammunition.

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Well the target, or goal, of your web site is to make money. Your ammunition is the time and money you put into making that web site profitable. If you're not analyzing the traffic your web site is getting, then you're taking "shots in the dark" with your limited resources.

You see, if you're spending a lot of time advertising your site, but not tracking the results, then chances are you're wasting a lot of effort (and perhaps a lot money) on endeavors that are not paying off for you. Worse than that, you're not seeing what efforts ARE paying off, so you're not focusing your efforts where they will make you the most money.

The same is true for all your sources of traffic. Failing to analyze your traffic is like shooting at a target in a dark room. Every once in a while, you might manage to hit the target, but most of your shots will miss the mark.

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