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Nielson/NetRatings announced this week that they will no longer issue web page rankings based on page views. They believe that “Total Minutes” and “Total Sessions” provide a more accurate impression on how much a visitor is engaged with your web page. Rival firm comScore places emphasis on unique monthly visits and includes total minutes as well as video stream initiation in its rankings. Alexa however continues to rely on a combination of reach and page views.
This shift in measurement will benefit websites offering online video, online games and Ajax applications, but it will also cause headaches for internet marketers who have long been working with the knowledge that every new page view brings them new advertising dollars. “Total minutes” may soon become the measurement of your web page’s ability to engage your visitor, but never forget that page views will always be around to measure your ability to drive new traffic to your web page.
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