Jason Kint, in an interesting piece at Digiday, argues that page views are rubbish and we should use time-based metrics to measure online consumption.
Pageviews and clicks fuel everything that is wrong with a clicks-driven Web and advertising ecosystem. These metrics are perfectly suited to measure performance and direct-response-style conversion, but tactics to maximize them inversely correlate to great experiences and branding. If the goal is to measure true consumption of content, then the best measurement is represented by time. It’s hard to fake time as it requires consumer attention.
Some issues here. Time does not require attention: I can have several browser tabs open and also be making a cup of tea elsewhere. TV metrics have been plagued by the assumption that TV on === attentively watching, and it’s interesting to see that fallacy repeated on the web, where a branching pathway is as easy as ctrl+click to open in a new tab. It’s also easy to game time on site by simply forcing every external link to open in a new tab: it’s awful UX, but if the market moves to time as the primary measurement in the way that ad impressions are currently used, I guarantee you that will be widely used to game it, along with other tricks like design gimmicks at bailout points and autorefresh to extend the measured visit as long as possible. Time is just as game-able as a click.
It’s worth noting that Kint is invested in selling this vision of time-based metrics to the market. That doesn’t invalidate what he says out of hand, of course, but it is important to remember that if someone is trying to sell you a hammer they are unlikely to admit that you might also need a screwdriver.
In a conversation on Twitter yesterday Dave Wylie pointed me to a Breaking News post which discusses another time-based metric – time saved. It’s a recognition that most news consumers don’t actually want to spend half an hour clicking around your site: they want the piece of information they came for, and then they want to get on with their lives. Like Google, which used to focus on getting people through the site as fast as possible to what they needed. Or like the inverted pyramid of news writing, which focusses on giving you all the information you need at the very top of the piece, so if you decide you don’t need all the details you can leave fully informed.
There’s a truism in newsroom analytics: the more newsy a day is, the more traffic you get from Google News or other breaking news sources, the less likely those readers are to click around. That doesn’t necessarily mean you’re failing those readers or that they’re leaving unsatisfied; it may in fact make them more likely to return later, if the Breaking News theory holds true for other newsrooms. Sometimes the best way to serve readers is by giving them less.