With the interactive Web, the value of the page view as a metric is debatable since the user can in fact change the page without leaving it. What begs for meaningful measurement is engagement. To address this Compete, an online consumer market research firm, has developed and launched attention-based web metrics. Now the new metrics fuse engagement (measured by time) and traffic (measured by unique visitors).
Updated daily, Compete's new attention metrics, available for free through the Compete site include:
-- Attention: The total time spent on a site as a percentage of the total time spent online by all U.S. internet users;
-- Velocity: The relative change in daily Attention; velocity is used to determine the relative growth of a website compared to other sites.
The challenges of measuring new media and the flexible Web are the focus a major research initiative underway through the Web Analytics Association's Research Committee. The preliminary results of this research, which focuses on the evolving best practices in measuring new media are being released in podcast form.