I was spending my weekend in Albany having good positive day long discussions with a publisher about whether one should optimize for more Page views per visit (PPV) or more Article views per visit (APV).
I have strong opinions about the importance of setting proper KPIs (Key Performance Indicators) and applying appropriate subsequent optimization goals. I believe it is fair to suggest that Article Views are a much stronger metric than Page Views. Some of my reasoning for choosing Article Views (AV) over Page views (PV) are
- Article Views are more true to the actual atomic product of a News Media publisher
- Article Views are more directly aligned to the actual publisher cost structure
- Article Views are more directly related to the value the reader obtains
- Article Views are likely to be items in for-pay structures in the not too distant future – and thus more directly aligned to revenue.
- Article Views are not as easily gamed as a metric as page views are
It is easy to come up with a dozen ideas on how one can game page views and we see this all the time, from aggressive pagination of articles to aggressive use of galleries. Not only that, there is a strong possibility, that by gaming page views, you might subsequently de-optimize more true KPIs.
If I were to run a News Media organization, I would choose Daily Unique Article Views as my primary success metric. Think about it – and do let me know why your organization is not using Article Views over Page Views ?
/ Dennis (@dennismortensen)