Steve Rubel, a senior VP in Edelman’s Me2Revolution practice as well as the author of the popular Micro Persuasion blog, also writes a column for Advertising Age. In his latest column, The Dying Page-View Metric, he says page view stats have served us well, but it’s time to put these metrics to rest.
According to Steve, “the trusty page view is on life support, and I give it four years to live.”
Now, he’s a PR guy, so many in the advertising business will dismiss his prediction as heresy. But, he makes an interesting case, nevertheless.
According to Steve, page view stats don’t offer a suitable way to measure the next generation of websites built with Ajax and other interactive technologies that allow users to conduct activity all within a single web page. This eliminates the need to click from one page to another. “The movement to chunk the web down into widgets will only accelerate this,” he adds.
Whether you agree with him or not, read his column. The battle over marketing metrics like page view stats promises to be a hell of a show.