Jakob Nielsen (Useability alert box June 30th) argues that we should ditch Unique Visitors as a metric. In fact bouncers who visit only one page should be counted as a negative because the site failed to engage them even enough to entice a second pageview.
Unique visitors is considered the primary metric by marketeers who are concerned about eyeballs, and are not so worried about whether the visitor engages with the site, as much as they see their ad. And the same person seeing the same ad over and over again is to them a negative.
However someone who hits the back button as soon as they see the page is less likely to look at an ad, but how do you measure that?
Bob Browning's blog 
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