Nielsen Tracking No More

What are the standards of analyzing traffic on your website? Don’t ask the traffic giant Nielsen/NetRatings. They just announced plans to drop the longtime measurement of page views and instead focus on the amount of time a user stays on the website. The issue apparently has to deal with the growing inconsistency of measuring what constitutes a page view.

With companies like Yahoo using technology that pulls and generates information on the same page without pulling an additional one, this can often be misleading on how many pages are viewed. Using programming like AJAX can result in only 1 page view being viewed, instead of like 2,3,4 or more.

Interestingly, according to the article published by AP, it seems that Nielsen’s rival, comScore Media Metrix has developed another way to combat AJAX and overcome the issues that Nielsen has encountered:

Nielsen’s rival, comScore Media Metrix, also has addressed the rise of Ajax with the development of site “visits” – defined as the number of times a person returns to a site with a break of at least a half-hour.

Categorized as Marketing

By Ken Yeung

Ken Yeung is a journalist fascinated with the tech industry and internet culture. He's currently Flipboard's Assistant Managing Editor, overseeing news curation in technology, science, gaming and health. In addition to his day job, Ken's the co-host of "The Created Economy" podcast, examining the Creator Economy. In a past life, he was a former reporter for VentureBeat and The Next Web, covering tech startups, the industry's innovations and funding.