Comments on: What’s Next in Measurement http://www.conversionrater.com/2006/12/27/whats-next-in-measurement/ A discussion of ecommerce, online advertising, Web 2.0, web entrepreneurship, and just making the web convert for your goals. Wed, 07 Jan 2009 23:14:50 +0000 http://wordpress.org/?v=2.6.1 By: Joe Lucas http://www.conversionrater.com/2006/12/27/whats-next-in-measurement/#comment-45818 Joe Lucas Fri, 29 Dec 2006 04:43:55 +0000 http://www.conversionrater.com/index.php/2006/12/27/whats-next-in-measurement/#comment-45818 Hey Pat, I think you make a very good point, however I'm not sure that there's ever been one metric that has been able to show a web site's true reach. That's why I don't think the page view will ever go away as a metric. I think it could loose some of it's importance to some sites, but I do think it will still have meaning. Ajax and similar technologies, if properly designed, shouldn't change the meaning of a page view. It is, after all, nothing more than http requests sent to a server. I do see Ajax changing the data collection model for Ajax heavy sites. Log file analysis for Ajax is very track-able, and with the right analytics package can be displayed in a very meaningful way. Hey Pat,

I think you make a very good point, however I’m not sure that there’s ever been one metric that has been able to show a web site’s true reach. That’s why I don’t think the page view will ever go away as a metric. I think it could loose some of it’s importance to some sites, but I do think it will still have meaning. Ajax and similar technologies, if properly designed, shouldn’t change the meaning of a page view. It is, after all, nothing more than http requests sent to a server. I do see Ajax changing the data collection model for Ajax heavy sites. Log file analysis for Ajax is very track-able, and with the right analytics package can be displayed in a very meaningful way.

]]> By: Pat McCarthy http://www.conversionrater.com/2006/12/27/whats-next-in-measurement/#comment-45705 Pat McCarthy Thu, 28 Dec 2006 20:48:44 +0000 http://www.conversionrater.com/index.php/2006/12/27/whats-next-in-measurement/#comment-45705 Hi Terry, Yes, as with any metric ad impressions has its flaws. My argument really didn't have anything to do with what people are paying for, so I wouldn't really consider it a pay per click vs. pay per impression debate. There are different reasons to buy advertising in both of those ways. It all depends on what you are looking to do. Hi Terry,

Yes, as with any metric ad impressions has its flaws. My argument really didn’t have anything to do with what people are paying for, so I wouldn’t really consider it a pay per click vs. pay per impression debate. There are different reasons to buy advertising in both of those ways. It all depends on what you are looking to do.

]]> By: Terry Gotelli http://www.conversionrater.com/2006/12/27/whats-next-in-measurement/#comment-45697 Terry Gotelli Thu, 28 Dec 2006 20:19:01 +0000 http://www.conversionrater.com/index.php/2006/12/27/whats-next-in-measurement/#comment-45697 Hello Pat, I'm with you in looking for better metrics, I've never been a fan of pageviews anyways. I was originally trained as a traditional marketer, and I never did like the ad impressions metric. So I was alarmed to see that term creep into the online marketing world recently. Just as with print, the appearance of an ad on the page does not mean the potential customer looks at the ad for even a second. Your idea of combining/comparing different metrics has merit, but I would personally be very careful how I applied the ad impressions metric. I much prefer paying for SEO or PPC where I can see where my money is going rather than paying for impressions, which does not tell me very much at all regarding the effectiveness of my efforts. Best Regards, Hello Pat,
I’m with you in looking for better metrics, I’ve never been a fan of pageviews anyways.
I was originally trained as a traditional marketer, and I never did like the ad impressions metric. So I was alarmed to see that term creep into the online marketing world recently. Just as with print, the appearance of an ad on the page does not mean the potential customer looks at the ad for even a second.
Your idea of combining/comparing different metrics has merit, but I would personally be very careful how I applied the ad impressions metric.
I much prefer paying for SEO or PPC where I can see where my money is going rather than paying for impressions, which does not tell me very much at all regarding the effectiveness of my efforts.
Best Regards,

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