Unique users to be new online standard

The online media industry will now use the unique user metric rather than page impressions as the mandatory minimum metric, after a decision by the Joint Industry Committee for Web Standards.

Following a period of consultation with online publishers and agencies, the committee decided unique users should replace page impressions, as data on unique users is more relevant when evaluating electronic properties alongside the print metric of circulation.

ABC Electronic will continue to provide the recognised certification for the industry.

The number of unique users for a website is the number of identifiable browsers or, simply, the number of PCs on which the website is viewed.

Page impressions represent the amount of traffic received by a site, and detail requested pages from valid users.

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