Ajax reduces the need for an entire webpage to reload to show fresh data: "It questions the assumptions of why do I have to do a page refresh to do anything," according to Adaptive Path's Lane Becker.
"If sites track traffic and sell ads based on pageview impressions, everything changes when users start interacting with the site and making multiple changes without ever refreshing a page. Does all of that count as a single page view? Or do we need to count clicks, or use a stopwatch to time how long they spend on each 'page'?" Paul writes.
Traffic metrics are also affected by the technology, because most sites measure traffic in terms of visitors and pageviews. Though visitor counts are unaffected, Becker says "this blows away the page-view metaphor. Click paths have to be measured differently."
- IE Plug-in Speeds Search, Eliminates Clicks. Oops.