On August 31, 2009
The Dirty Truths About Web Traffic
One of the most difficult things when you try to evaluate a website is the lack of reliable metrics. A related problem is determining which metrics really matter. Into this void, many a privately held company exaggerates its traffic, and — depending which metrics service they choose in their SEC filings — public media companies may be doing so as well. It is hard, as one who regularly examines these filings, to understand why the ComScore traffic reports used by most major media companies, including The New York Times, seem to regularly report higher traffic than do Compete, Alexa, Google Analytics, and some of the other services. One of the best and clearest analysis of this audience measurement issue was…
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