comScore is adding a new metric, "visits" - which the measurement
firm defines as the number of distinct times people visit a site per
day, with at least 30 minutes between each visit - which could
potentially replace the pageview as a key advertiser metric, reports ClickZ (via MarketingVox).
Whereas pageviews generate a raw number of
how many pages on the site were hit in a given period, visits point to
a user's engagement with the site. Tracking visits, comScore says, will
give a picture of how many times the same person comes back, indicating
the level of loyalty toward the site.
Another driving force behind a new metric is that non-HTML
web-authoring technologies such as Flash and AJAX do not create pages
per se; therefore, pageviews don't, as a practical matter, exist and so
aren't recorded - even though a user may be interacting with the site.
Developers use these technologies because they build slicker and more
One problem for advertisers is that visits, unlike pageviews, don't
correspond to ad impressions. But coupling visits with a site's reach
and the length of each stay offers a fuller picture of the site's