Okay.
You're right; if you put the same analysis toward the Canadian Television Fund, you'd be in some deep water, but of course the Canadian Television Fund doesn't serve that purpose. The only unique, specific purpose of the website is to attract users. That's not the only purpose of the CTF. So $1.98 per hit is, I think, extraordinary.
How do you get that number? You just take the number of unique hits—it's not hard to do if you talk to a web programmer--and divide by the number of dollars it costs—