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I personally measure it via $$$ in the bank...
At the end of the day, you could have one of the most popular sites on the net, with millions of vistors a day, but if dont make cents, it dont make sense.
However, you could have a small niche site that has say 5000 visitors a day, but if 1000 of them spend $5 you are laughing ! Plus you dont need expensive hosting either.
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