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Old 12th February 2007, 01:28 PM   #1
SportsGuy
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Default Metrics - Is The Page View Dying As An Important Measure?

I just read a great article at USA Today that basically asks that question.

Given today's use of RSS feeds and readers and the proliferation of blogs, is the Page View, the grande dame of metrics, going the way of the dodo?

I personally think No, but we may need to redefine the value we place on it.

I recently answered a question for a person over at SEF who had 7 page views per user - excellent number. But is my 3 PV per users on my blog worse? Numerically, yep.

But, when you consider I have 10 stories on my main page, things get a bit muddied. He had 7 items accessed to read, I had at least 10, possibly more, depending on which other individual pages beyond my index page he accessed. (I am mindful these stats are theoretical, but if we're talking about user exposure, the main page of my blog with ten articles, etc. beats the 7 PV of his for overall potential for exposure.)

So, basically, the better metric is time on site for a user. This is not news, and my three PV/user might be lower, but if I have an average visit length of 12 minutes, and his is only 4 minutes, well, is the 7 page views really any better?

It's better for churning ads over, but no necessarily better at getting advertisers exposure to your users.

Getting users to click an ad is a combo of things:

1 - effective ad copy
2 - time they're exposed to it (length of time)
3 - frequency of exposure (how often they see the ad)
4 - placement of ad

Get the mix right and you've got clicks. Now, the longer the length of time someone is seeing a given ad, the better the chance they'll actually notice it - after that it's down to copy.

Anyway, great article that makes you think...

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Old 13th February 2007, 09:51 AM   #2
St0n3y
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Whatever metrics are used they have to be analyzed with a bias toward the site in question. To say my 7pv per visitor is better leaves out the obvious, which you pointed out.

Everything can be analyzed but you cannot analyze and attribute all stats the same across all sites.

But the best metric of all is cost per conversion!

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Old 13th February 2007, 10:08 AM   #3
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...but what if the site has no conversion?

No e-mail capture, no sales, just a revenue model based on ad sales...

I know the answer, but wanted your perspective. (Well, I know MY answer to my question, at least... )

You are bang on with the uniqueness of stats to each site. What's critical is that sites actually HAVE proper analytics and use them to make their decisions. Where you place the value should be as unique as your website.

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