Alexa is a good GENERAL measure...real general. It can be easily manipulated and it of course only sees visitors that have the Alexa toolbar installed.
I think more webmasters have the Alexa toolbar than general surfers because they are using it as a measurement tool.
Don't get me wrong. I'm not down on Alexa. I use it myself. Here is an example of the wide variation in Alexa numbers versus real visitors.
For two sites that I was privy to the real stats. Alexa ranked them both around 78,000. One site had 2,000 uniques a day and the other had 10,000 uniques a day. A third site I know is ranked 35,000 by Alexa and has 2,500 uniques a day.
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