Thursday, March 15th, 2007p>Not for the first time, alternative models to page views are in the news.
This time, comScore has announced a new “visits” metric. “AJAX” is cited as one of the motivations.
comScore Media Metrix today released its monthly analysis of U.S. consumer activity at top online properties and categories for February 2007 and introduced a new suite of metrics based on site visits. The visits metric, defined as the number of times a unique person accesses content within a Web entity with breaks between access of at least 30 minutes, is a way of measuring the frequency with which a person views content, thereby illustrating a key component of user engagement. Included among the new suite of metrics are: total visits, average minutes per visit, average visits per visitor, and average visits per usage day.
As technologies like AJAX change the Internet landscape, certain measures of engagement, such as page views, are diminishing in significance for many Web properties, said Jack Flanagan, executive vice president of comScore Media Metrix. The introduction of these new metrics based on visits provides an alternative for measuring user engagement that tells us how frequently visitors are actually returning to the site to view more content.