Following a surge of 6.3m new unique users in two months placing Telegraph.co.uk above the Guardian Online site, rival publishers have queried the methodology and software employed. This has interesting implications for ABCe – will time metrics become more important? Time spent on pages can indicate the engagement of the user with the site rather more clearly than simple unique user counts.
Jicwebs said the committee is “implementing a strategic review of the analytics methodologies for national newspapers”. The committee acknowledged what it described as “minor variances” in the tools used by different publishers to measure web traffic.
(Quoted from http://www.guardian.co.uk/media/2008/may/23/telegraphmediagroup.abcs 23.05.2008)