Have you heard the page view is dead? In some circles people have moved on and it’s very fashionable to make claims as such, but sadly much of the corporate world still sees it as an important number. Why? Benchmarking, specifically against other business units and various web properties within brands.
Don’t get me wrong, we work with our clients to educate them that stats such as time on site, # of comments, # of inbound links, external media coverage are all major things to look at. But guess what, many times the sites they are benchmarked against internally don’t have some of those metrics, that’s where the page view becomes the lowest common denominator.
As measurement continues to evolve, specifically related to social media projects we focus on things like RSS subscribers, % of pass along and engagement to name a few. Another new focus is velocity. That is, how quickly is the information we’re discussing being spread. Is it taking minutes, hours or days?
Then of course there are sales. What direct revenue is being generated from the site/blog? For some of our clients that’s a key measure and we have to track that.
In the car world it’s kind of like horsepower. How much you got? Yeah horsepower is nice, but then you start to think about torque, curb weight and other things that all contribute to the 0-60 time.
In the next few weeks I plan to dive a bit deeper into the metrics we track and why.
Cross posted to Hyku