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web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
and
website management A website (also written as a web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google, Facebook, Amazon, and Wikipe ...
, a pageview or page view, abbreviated in business to PV and occasionally called page impression, is a request to load a single
HTML The HyperText Markup Language or HTML is the standard markup language for documents designed to be displayed in a web browser. It can be assisted by technologies such as Cascading Style Sheets (CSS) and scripting languages such as JavaScri ...
file ( web page) of an Internet site. On the
World Wide Web The World Wide Web (WWW), commonly known as the Web, is an information system enabling documents and other web resources to be accessed over the Internet. Documents and downloadable media are made available to the network through web se ...
, a page request would result from a web surfer clicking on a link on another page pointing to the page in question. In contrast, a hit refers to a request for any
file File or filing may refer to: Mechanical tools and processes * File (tool), a tool used to ''remove'' fine amounts of material from a workpiece **Filing (metalworking), a material removal process in manufacturing ** Nail file, a tool used to gent ...
from a
web server A web server is computer software and underlying hardware that accepts requests via HTTP (the network protocol created to distribute web content) or its secure variant HTTPS. A user agent, commonly a web browser or web crawler, initiate ...
. Therefore, there may be many hits per page view since an HTML page can contain multiple files such as
image An image is a visual representation of something. It can be two-dimensional, three-dimensional, or somehow otherwise feed into the visual system to convey information. An image can be an artifact, such as a photograph or other two-dimensiona ...
s,
video Video is an electronic medium for the recording, copying, playback, broadcasting, and display of moving visual media. Video was first developed for mechanical television systems, which were quickly replaced by cathode-ray tube (CRT) syste ...
s,
JavaScript JavaScript (), often abbreviated as JS, is a programming language that is one of the core technologies of the World Wide Web, alongside HTML and CSS. As of 2022, 98% of Website, websites use JavaScript on the Client (computing), client side ...
s,
cascading style sheets Cascading Style Sheets (CSS) is a style sheet language used for describing the presentation of a document written in a markup language such as HTML or XML (including XML dialects such as SVG, MathML or XHTML). CSS is a cornerstone techno ...
(CSS), etc. On balance, page views refer to a number of pages viewed or clicked on the site during the given time. Page views may be counted as part of
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
. For the owner of the site, this information can be useful to see if any change in the "page" (such as the information or the way it is presented) results in more visits. If there are any advertisements on the page, the publishers would also be interested in the number of page views to determine their expected
revenue In accounting, revenue is the total amount of income generated by the sale of goods and services related to the primary operations of the business. Commercial revenue may also be referred to as sales or as turnover. Some companies receive reven ...
from the ads. For this reason, it is a term that is used widely for
Internet marketing The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pub ...
and
advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
.


Feature

The page impression has long been a measure of user activity on a website. However, the activity is not necessarily associated with loading a complete HTML page. Modern programming techniques can serve pages by other means that don't show as HTTP requests.


Advertisement

Since page views help estimate the popularity of sites, it helps determine their value for advertising revenue. The most common metric is CPM. It stands for 'Cost per thousand'(the M is the
Roman numeral Roman numerals are a numeral system that originated in ancient Rome and remained the usual way of writing numbers throughout Europe well into the Late Middle Ages. Numbers are written with combinations of letters from the Latin alphabet, eac ...
for 1,000) and it is commonly used metrics to measure page views divided by the thousands, that is, cost per 1000 views, used for the ad rates and thus, the less CPM is, the better deal it offers to advertisers. However, there has been a growing concern that CPM is not as trustworthy as it looks in the advertising market because, although, with CPM arrangement, everyone who visits a site makes publishers’ money, for an advertiser's view, CPM is being challenged in comparison to CPC or CPA in terms of adverts’ efficiency because visiting does not mean clicking the ads.


Measurement

The preferred way to count page views is using a
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
software. They can measure the number of pages on any site and therefore, it helps people to receive a rough estimate of page views on web sites. There are also many other page view measurement tools available including open source ones as well as licensed products.


Hit ratio

Hit ratio refers to the percentage of
computer memory In computing, memory is a device or system that is used to store information for immediate use in a computer or related computer hardware and digital electronic devices. The term ''memory'' is often synonymous with the term ''primary storage ...
accesses (HTTPS requests delivered per requests received) that are found in certain levels of the
memory hierarchy In computer architecture, the memory hierarchy separates computer storage into a hierarchy based on response time. Since response time, complexity, and capacity are related, the levels may also be distinguished by their performance and controlli ...
. In other words, it is a measure of content requests that a
web caching A Web cache (or HTTP cache) is a system for optimizing the World Wide Web. It is implemented both client-side and server-side. The caching of multimedias and other files can result in less overall delay when browsing the Web. Parts of the syste ...
system can deliver successfully from its cache storage, compared to how many requests it receives. There are two types of hit ratios: * Cache hit ratio, referring to number of requests made; * Byte hit ratio, referring to amount of bandwidth that a browser's caching system has saved.


Criticism and concerns

Despite a wide range of uses of page view, it has come in for criticisms.


Manipulation

Page view can be manipulated or boosted for specific purposes. For example, a recent incident, called 'page view fraud', compromised the accuracy of measurement of page view by boosting the page view. Perpetrators used a tool called 'a bot' to buy fake page-views for attention, recognition, and feedback, increasing the site's value. As a result, some people already started building alternatives to measure audiences, such as "Ophan", saying that the page view is becoming passe.


Humans vs. machines

Fake page views can reflect
bots The British Overseas Territories (BOTs), also known as the United Kingdom Overseas Territories (UKOTs), are fourteen territories with a constitutional and historical link with the United Kingdom. They are the last remnants of the former Bri ...
instead of humans.


Wikipedia pageviews

Wikipedia provides tools that allow one to see how many people have visited a Wikipedia article during a given time period. Such have been used for tools that for instance display the most popular articles of the day. Wikipedia pageviews of certain types of articles
correlate In statistics, correlation or dependence is any statistical relationship, whether causal or not, between two random variables or bivariate data. Although in the broadest sense, "correlation" may indicate any type of association, in statistics ...
with changes in stock market prices, box office success of movies, spread of disease among other applications of datamining. Since
search engine A search engine is a software system designed to carry out web searches. They search the World Wide Web in a systematic way for particular information specified in a textual web search query. The search results are generally presented in a ...
s directly influence what is popular on Wikipedia such statistics may provide a more unfiltered and real-time view into what people are searching for on the Web and societal interests. For instance they can be used to gain insights into public anxiety and information seeking after or during events or for the identification of concepts with significant increase of interest from the public. In 2015, a study conducted by the
Association for the Advancement of Artificial Intelligence The Association for the Advancement of Artificial Intelligence (AAAI) is an international scientific society devoted to promote research in, and responsible use of, artificial intelligence. AAAI also aims to increase public understanding of artif ...
(AAAI) examined the influence of
Reddit Reddit (; stylized in all lowercase as reddit) is an American social news aggregation, content rating, and discussion website. Registered users (commonly referred to as "Redditors") submit content to the site such as links, text posts, images ...
posts on Wikipedia pageviews.


See also

*
Project COUNTER Project COUNTER or simply COUNTER (Counting Online Usage of Networked Electronic Resource) is an international non-profit membership organization of libraries, publishers, and vendors, who continually develop a standard designed to count the usage o ...
*
Unique user Website popularity is commonly determined using the number of unique users, and the metric is often quoted to potential advertisers or investors. A website's number of unique users is usually measured over a standard period of time, typically a m ...
*
Session (web analytics) In web analytics, a session, or visit is a unit of measurement of a user's actions taken within a period of time or with regard to completion of a task. Sessions are also used in operational analytics and provision of user-specific recommendations. ...
*
Traffic flow In mathematics and transportation engineering, traffic flow is the study of interactions between travellers (including pedestrians, cyclists, drivers, and their vehicles) and infrastructure (including highways, signage, and traffic control devi ...
*
HTTP cookie HTTP cookies (also called web cookies, Internet cookies, browser cookies, or simply cookies) are small blocks of data created by a web server while a user is browsing a website and placed on the user's computer or other device by the user's w ...
*
Web traffic Web traffic is the data sent and received by visitors to a website. Since the mid-1990s, web traffic has been the largest portion of Internet traffic. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are ...
*
Website monitoring Website monitoring is the process of testing and verifying that end-users can interact with a website or web application as expected. Website monitoring are often used by businesses to ensure website uptime, performance, and functionality is as exp ...
*
Google Trends Google Trends is a website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over time. On August 5, 20 ...
*
Internet manipulation Internet manipulation refers to the co-optation of digital technology, such as social media algorithms and automated scripts, for commercial, social or political purposes. Such tactics may be employed with the explicit intent to manipulate public ...
**
Click bot An Internet bot, web robot, robot or simply bot, is a software application that runs automated tasks (scripts) over the Internet, usually with the intent to imitate human activity on the Internet, such as messaging, on a large scale. An Internet b ...


References


Further reading

* * * {{DEFAULTSORT:Page View Advertising indicators Internet terminology Web analytics fr:Mesure d'audience sur Internet#Définitions et vocabulaire ja:ページビュー pt:Número de acessos ru:Интернет-статистика