Is the Page View a Measurement Tool of the Past?

february 28, 2007  09:11 am
Just as the "hits" metric became outdated as web use evolved, the page view may be on the road to obsolescence, according to E&P. As an example, the story looks at Ajax, software used by Yahoo and others that is "enabling flashier, more convenient sites," but also is "contributing to Yahoo's decline in page views." While experts quoted by E&P say that an attachment to page views may hurt a site's usability, representatives from measurement companies say they are sticking with page views, while developing supplemental metrics for interaction and brand loyalty. "People kind of cling to it, even if they know it's flawed," says comScore's Gregory Dale. "They want to see this familiar metric."