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December 01, 2006
Metrics beyond pageviews
Metrics beyond pageviews: Ryan Stewart touches on a blogosphere discussion about "these ajax pages don't measure pageviews the same". Lots of metrics end up being used because they're easy to measure, not because they measure meaningful stuff. People have been researching finer metrics for audience involvement for years... DART Motif came out a few years ago, from DoubleClick and Macromedia, to measure things about banner ads beyond whether they merely appear in a webpage... EyeWonder focuses on video involvement. Those with an emphasis on static text who are now dealing with "Ajax" might find this all a novel issue, but there's plenty of prior research on use of metrics beyond the raw pageview.
Posted by JohnDowdell at December 1, 2006 11:26 AM
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Comments
I have a particularily interesting experience to contribute on this:
We at Teknision developed the new video players for the BobVilla.com site.
One odd requirement we had, was to have the player make javascript calls out to the webpage, whenever the player had completed a video.
Our player loaded up playlists of episodes which was a great experience for the end user, because they could continually watch video without page refreshes, but it was causing them see decreased page views.
That sounds like a good thing to some, but it is not good when you are relying on traditional web advertising methodologies.
As a result we set up the player to make javascript calls out to the wrapping page, to use ajax to reload all of the ad slots.
Less page views are a good thing, less add impressions is not a good thing.
Posted by: Tony MacDonell at December 1, 2006 11:36 AM
Oops,
make that the bobvila.com site..
Posted by: Tony MacDonell at December 1, 2006 11:37 AM
I’m working on a new analytics platform explicitly designed for Ajax applications - http://www.ajaxmetrics.com - and I’d love to hear what you have to say about it.
Posted by: Alex at April 8, 2007 03:09 AM