Are page view metrics becoming obsolete? Impact of AJAX on page view metrics

Interesting article posted on Mediaweek today about how providing content to users via AJAX features is having an impact on traditional page load metrics since readers can view content without ever loading the page from which the content originates. Sounds simliar to the impact that feed reading has had on traditional page view/page load metrics.

According to the article, sites most affected are those that equate page views to ad impressions.

What will come of all of this? I don’t know, but the ever shifting approach for gathering online metrics and serving ads will need to keep pace with new technologies that meet the evolving user behaviors/needs. And unless there are analytics tools that keep pace, bloggers shouldn’t cling too strongly to metrics that may or may not convey the full picture.

One of my favorite blog entries on the subject of blog metrics is one that Tim wrote in 2004 (he updates it with fresh info occassionally). See the metrics noted under the section “What a “Hit” means”.

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