I wondered if my own company is unusual in using hits when giving information about the usage of its website. The number of hits differs depending on which page the user accesses, which is in turn dependent on the amount of graphics on that page, so that for example if s/he accesses the homepage, then this might register 80 hits, while a non-graphic press release might register just a few hits.
The advantage of using hits instead of page views is obviously that the inflated figures thereby derived look a lot better: 500,000 hits is preferred to 15,000 page views.
Do any companies go the whole hog transparency-wise and report the number of unique users they get when touting for advertisers? Presumably, given all the “creative” use of statistics around, this would be a selling point provided that those numbers were high.