One Web Metric to Rule Them All

Nielsen/NetRatings has shifted how it values certain web metrics:

A leading online measurement service will scrap rankings based on the longtime industry yardstick of page views and begin tracking how long visitors spend at the sites… it will start reporting total time spent and sessions for all visitors to give advertisers, investors and analysts a broader picture of what sites are most popular.

Scott Karp doesn’t feel this is a move in the right direction:

“…time spent is an equally problematic metric that assumes that more is better, which isn’t the case with web applications designed for efficiency, like Google search.”

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