How to identify real trends in user behavior

There is a perennial question in Web analytics:  “Are the numbers up?”

Certain web metrics can be highly variable on a day-to-day or week-to-week basis.  Daily Unique Visitors (UVs) and Daily Visits are just two examples of metrics that can change dramatically from one day to the next.  These big swings in day-to-day numbers can make it difficult for managers to tell whether their KPIs are really trending up or down.

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