Each time an AmmoSeek user clicks on a search result and is sent to a retailer's web site, it is logged. The traffic statistics presented here are based on these raw clickthrough numbers.

It's important to understand the difference between these raw numbers and traffic stats shown by Google Analytics or other stat managers. Google Analytics doesn't count clicks; it counts "sessions", which often include multiple raw clicks from the same IP address. For example, if a customer clicks through to your web site to look at 9MM Luger ammunition, Glock magazines, and a Walther P22 pistol all within the span of 30 minutes, Google Analytics would count this as only one "visit". We count them as three. (For Google's explanation of this, see https://support.google.com/analytics/answer/2731565?hl=en).

Since we do not have access to Google Analytics numbers for each retailer, we base all of our retailers' monthly rates on the raw clicks we send so that we can compare "apples to apples", so to speak.