We had been covering the advent of Ajax, the new technology moniker, & speculations about what's next after Ajax, Fredric Paul highlights that traditional web analytics may be affected with increasing usage of Ajax. Excerpts with edits and comments:
While most of the focus lay on Ajax's threat to commercial Web development environments it may pose an even bigger challenge for Web publishers and advertisers and for the Web analytics industry – as it shatters the metaphor of a Web "page" upon which much of Web publishing and advertising is based. Most content management systems, for example, separate design from content – but this is not possible with Ajax. Web site traffic metrics are also affected. Most sites measure their traffic in terms of visitors and page views, but Ajax blows away the page-view metaphor & Click paths have to be measured differently. If sites track traffic and sell ads based on page view impressions, everything changes when users start interacting with the site and making multiple changes without ever refreshing a page. New higher order metrics may need to be outlined. For many, page views have long been the accepted way to measure traffic and sell advertising space. If Ajax applications continue to gain ground, Web publishers, advertisers, Web analytics companies, and everyone else affected will just be plainly affected and ust look at a new approach to work around the technology.