1. A method for identifying distinct users accessing a web site, the method comprising: performing, by one or more hardware computer devices: storing a plurality of records in a database, wherein each record of the plurality of records comprises an Internet address and a time value, and wherein each record of the plurality of records indicates a distinct user accessing said web site; receiving a first Internet address and a first time value from a first computer accessing the web site, wherein the first time value corresponds to an event associated with the first computer; identifying a distinct user corresponding to said first computer in response to determining that said first Internet address and said first time value does not match a second Internet address and a second time value of any individual record of the plurality of records in said database, wherein to improve accuracy of web hit counting the user is identified as a distinct user even when said first Internet address matches a particular Internet address of one or more of the records in said database that indicate accessing of said web site; incrementing a hit counter by one in response to identifying the distinct user; and adding to said database a new record comprising said first Internet address and said first time value in response to identifying the distinct user.