Life After Page Views: Web Analytics 2.0

In a move that many said signaled the official death of the page view, Nielsen/NetRatings last July announced that it would no longer use page views as the primary metric for comparing Web sites. At the time, the Internet benchmarking firm cited the growing popularity of Asynchronous JavaScript and XML, or AJAX–which can refresh content without completely reloading a Web page–as the main reason for the change to measuring time spent on a site.

Eight months later, Nielsen now says that it overestimated the impact of AJAX on page-view metrics. Nielsen found that instead, online video is the key reason for the growing irrelevance of page views.

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