03.14.07
Can “Visits” Replace the Pageview?
Can “Visits” Replace the Pageview?
In an attempt to provide advertisers with a new way to measure site traffic, comScore has added a new metric to its Media Metrix subscription reports: the visit. A visit measures the number of distinct times people visit a site per day, with at least 30 minutes between each visit.
“We wanted to get more into engagement and intensity of usage, and help better understand who the audience is,” Jack Flanagan, EVP at comScore Media Metrix, told SEW.
Visits will augment the “frequency” metric, which counts the average number of days per month a user visits, and “unique visitors,” which counts the total number of people who visit in a month. Its advantage over “unique visitors” is that it can show more details on user engagement, Flanagan said. For instance, a visitor that comes to a site once in a month will be counted as one unique visitor, as will a visitor that comes to the site every day that month. With visits, that user can be shown to be a loyal visitor, who visits the site multiple times a day.