Web site traffic was initially viewed as an all important metric for gauging success on the Web. This assumption was due in part to the lack of other business metrics to explain the dot com phenom. Now much of the focus has shifted back to profitability, and Web site traffic is only a small part of the equation. Web site traffic is still very important, mostly because you can’t have conversions without visitors to your site, however it's becoming less important as a standalone metric.
