Most traffic statistics cannot be validated. If someone is up in your face blabbering about Uniques, that person is a rookie in the game. The Page-view statistic is the only one that is verifiable. It's also helpful to know your Referrers (sites with links to your site) and Search Terms (words typed into search engines that produce your website in the reference list). Your server company should offer at least one free statistics application or you can sign up for Google Analytics which is widely accepted as the standard for traffic evaluation. GA is also free and any developer who can cut and paste code can make it work in your site.