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A hit is a single file request in the access log of a Web server. A request for an HTML page with three graphic images will result in four hits in the log: one for the HTML text file and one for each of the graphic image files. While a hit is a meaningful measure of how much traffic a server handles, it can be a misleading indicator of how many pages are being looked at. Instead, advertising agencies and their clients look at the number of pages delivered and ad impressions or views.