Page View Metric Dying

First Metricocracy measured hits. Pictures and other junk on pages inflated the results so Metricocracy decided on either unique visitors or page views. Now, the Metricocracy wants us to measure attention. Attention is engagement, how much time users spend on a page.

What do we really want to know? Really it is the potential value of the property. The assumption around attention is the longer someone spends on a web site, the more money that site gains in advertisement revenue. The rationale being users who barely glance at pages and spend little time on the site are not going to click ads. Does this really mean users who linger and spend large amounts of time on the site are going to click more ads?

This means to me attention is just another contrived metric which doesn’t measure what is really sought. I guess advertisement companies and the hosts brandishing them really do not want to report the click through rates?

My web browsing habits skew the attention metric way higher than it ought to be. First, I have a tendency to open several items in a window and leave them lingering. While my eyes spent a minute looking the content, the page spent minutes to hours in a window… waiting for the opportunity. Second, I actively block images from advertisement sources and block Flash except when required.

As a DBA, page views also has debatable usefulness. On the one hand we could use it because it represents a count of objects requiring calls to the database and rendering by application and web server code. Hits represent all requests for all content, simple or complex, so is more inclusive. Bandwidth throughput represents how much data is sucked out or pushed into the systems.

We DBAs also provide supporting information to the project leaders. Currently they look at the number of users or classrooms who have been active throughout the term. Attention could provide another perspective to enhance the overall picture of how much use our systems get.

Cat Finnegan, who conducts research with GeorgiaVIEW tracking data, measures learning effectiveness. To me, that is the ultimate point of this project. If students are learning with the system, then it is successful. If we can change how we do things to help them learn better, then we ought to make that change. If another product can help students learn better, then that is the system we ought to use.

Ultimately, I don’t think there is a single useful metric. Hits, unique users, page views, attention, bandwith, active users, etc., all provide a nuanced view of what is happening. I’ve used them all for different purposes.

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