Page Views: Going, Going, Gone?
Is the page view metric really dead? According to this Digiday article on the matter, yes … and no.
‘Page views’ has long dominated the industry as THE metric for measuring the “eyeballs” attracted by digital advertising. While it’s still a useful metric in gauging direct-marketing campaign outcomes, it seems like its days are numbered in the advertising realm.
The term “engagement” has been bandied about for years under a variety of different rubrics, but now advertisers and publishers can choose from a whole menu of new analytics tools that are attempting to move beyond the page view.
One need only look at the NY Times’ gorgeous Cascade social tracker or to peek at Chartbeat’s real-time engagement numbers to get the sense that measuring page views is the current equivalent of using a TI-82 to play Drug Wars.
Earlier this year, we shared the top trends in digital analytics to watch in 2013 – including major changes in advertising. There is a palpable shift toward native advertising, as discussed at Digital BrainFest, with an emphasis on high-quality content and interest driven by both marketers and advertisers. However, with the “Page View Industrial Complex” so entrenched in our work, it will be awhile before we stop looking at page views as an important metric.
In other words, page views are dead. Long live page views!