Micro Persuasion's Steve Rubel does not say anything new, but I like the photo of the Pageview Tombstone and I'll print up a copy and put it on the wall facing my desk.

"…

This may sound like heresy to most of you. After all, the page view has served us well. It has established a universal way to measure web sites. However, the metric is about to become a moot point.

The page view does not offer a suitable way to measure the next generation of web sites. These sites will be built with Ajax, Flash and other interactive technologies that allow the user to conduct affairs all within a single web page - like Gmail or the Google Reader. This eliminates the need to click from one page to another. The widgetization of the web will only accelerate this.

This is a dirty little secret in the advertising business that no one wants to talk about. Media companies love to promote how many page views their properties get. They've used the data to build equity. They will fight it tooth and nail to protect it, perhaps by not embracing interactive technologies as quickly as they should. But that's not going to stop the revolution from coming. "

Again, no real news here ….. we all know that most of the pages we care about have Flash or Ajax or something else on them that requires a custom approach to measurement - that's why there are so many instances where Rich Media and Ajax are not tracked.  People just give up.  Then again, the PageView does not work as a measurement anyway…and that's what the point of this post is…. it's a lousy measurement for pages period - even those that don't have any Flash or Ajax on them.