Is the Page View a Dying Metric?

July 13, 2007

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I’ve read two recent-ish posts on this topic. One was via the IAB from The Washington Post about AOL’s apparent jump to the top of the website pile because page views were no longer the dominant metric being used to track results.

…and THAT is what gets users clicking on ads - exposure. It’s what advertisers are looking for - exposure. It’s what copy writers need to pitch their wares - exposure. It’s what brand marketers kill for - exposure.

Instead of bemoaning the shrinking page view number, those switching from dedicated websites to blogs should embrace the higher engagement rate a blog offers and tailor the ads they show to better fit the audience.

Anyway, the bottom line is this:

Is the page view a dead metric?

Hardly.

…but webmasters are finally getting savvy to engagement and it’s value. Others are also beginning to make this shift as noted by those latest results toting AOL as the top website.

Like so many things on the Internet, this will continue to evolve. No, the page view is hardly dead, but if you’re a blogger, look to other stats to determine success before you judge yourself too harshly.