Upworthy, the social cause driven content upstart, says the page view is a lousy metric. It also believes that time spend doesn't cut it either when it comes to gauging success for a Web publisher.
So the company is offering up something different: attention minutes. Going forward, Upworthy says it's going to track total attention on its site and total attention per piece.
In a blog post, the company declared "If we’re trying to maximize attention for meaningful content, let’s actually solve for that."
However, just how Upworthy plans to calculate total attention is a mystery—which could further cloud Web metrics rather than providing an alternative.
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