Most people used hits instead of page impressions as it's always bigger, so sounds more impressive.
but that's not what I was talking about. we used hits and page impressions interchangeably to refer to the same figures, not to boost numbers. I'm not surprised that we did it wrong as our business model seemed to revolve around seeing how quickly we could spend £10 million, however some real internet that I dealt with a lot (lycos, doubleclick and others) did exactly the same.
I'm talking about 10 years ago.