Different marketers use the term hit for different purposes. Its often used to refer to unique page views, visits, visitors, etc. That makes it one of the most mistakenly used terms in online advertising. By definition, a hit is a file or graphics request made to a web server or a web page. In the latter case, the number of hits can vary quite a lot, due to the fact that the number of graphics can differ significantly, from page to page. Because of this, many marketers have stopped paying too much attention to hits. That is the main reason why the term has lost its original meaning.