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Use web tracking tools and reports that show you how many individual visitors came to your site, as well as hit counts to understand which pages of your web site are the most popular, and which pages draw little traffic. Understanding such statistics as unique visitors and page hits, you can review your site structure and content intelligently, and you can optimize your content so visitors will click through to the pages of your site where you want them. Pay-per-click tracking analysis also enables you to view top referring sites, top referring URLs and most popular search phrases, all forms of more specific feedback that will help you gauge how in tune your content is with what your visitors are looking for.