More and more, our clients and readers have asked us to develop a better metric for measuring the performance of their web channels and planning their online media investments. Although unique visitors and page views are critical pieces of the puzzle that is the web — these metrics often fail to accurately measure engagement on sites using technologies such as online video and AJAX. Unfortunately, defining a universal "engagement metric" is like finding the holy grail — it’s elusive, controversial and many will die in an attempt to take ownership of it. So while we all are trying to crack the code on how to best measure engagement, Compete has created an important sister metric — Attention.
We are excited to announce the creation of the Attention 200™, the two hundred sites that yield the largest share of our attention on the web. The Attention Index is based on the amount of time U.S. internet users spend across the top one million websites. The Compete Attention 200™ represents the best of the best each month.
Attention is an incredibly powerful way to plan and measure the web because it is finite and we manage it selfishly. We grant our attention to people, activities and websites that merit receiving our most precious resource — our time.
Because it is grounded in consumers, tough to game and technology-agnostic, we feel it’s appropriate to begin incorporating Attention as a standard metric when analyzing the web. As such, we’ll be introducing additional views and Attention metrics into our SnapShot tool next month. As always, we welcome your ideas and feedback!