Page retrieval

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Pageview , and page view or page impressions , the number of calls referred to a single web page with a web browser . In English, the term page view is mostly used. In Germany, the Page Impression is in conjunction with the Visit used (visit) primarily as a measure of the use of online advertising media. Both values ​​are measured by the information community for determining the spread of advertising media (IVW) and published monthly.

Page impressions of the IVW

Over 1000 stationary websites, over 300 mobile websites (mobile enabled website, MEW) and over 300 apps that can be assigned advertising participate in the IVW system (as of November 2014). They all submit to rules and compliance checks by the IVW in order to ensure the comparability of the data. The definitions and conventions on which the rules are based were developed jointly by media providers, advertisers and media agencies within the IVW. The three definitions are:

  • An offer on the Internet is a single page or a set of several related pages that are called under their common simple or extended FQDN (Fully Qualified Domain Name). A page is what is displayed by the user's browser. FQDN denotes the logical address of an offer on the Internet.
  • Page impression is a user action within an offer that leads or could lead to a call for an advertising medium. Each user action may only be counted once. User actions that do not lead to a potential advertising delivery may not be counted.
  • User action is calling up a content, triggered by clicking the mouse or by keyboard input. Here and below, the keyboard and mouse represent all types of input devices that can trigger a user action.
  1. Reload by the user
  2. Open a browser

No user action in the sense of the IVW is:

  1. Calling up content through automatic forwarding (except for redirects and aliases)
  2. Automatic reload
  3. Calling up a content when closing a window
  4. Accessing content via robots / spiders and the like

No page impressions in the sense of the IVW are:

  1. Calling up and changing content when moving the mouse over (mouseover)
  2. Scrolling with the mouse or keyboard within a content

Page impressions / page views of other measurement systems

Meaning of the key figure

To understand the meaning of this metric, it is helpful to understand the technical basics. Historically, every action on a website was always linked to the loading of an HTML page. Each time an Internet address was typed in and each time a link was clicked , a new HTML page was generated, which was then loaded by the browser.

For a long time, the page impression was the measure of user activity on a website. In the meantime, the activity is no longer necessarily linked to loading a complete HTML page. More modern programming techniques are available. Actions by the user can lead to e.g. B. only individual graphics or other components of a page are reloaded from a server ( Ajax ).

Even during the measurement, care must be taken to collect meaningful interpretable data that can provide information about the behavior of the visitors. The unclean equation of page views and traffic (data traffic) is problematic because z. B. Downloadportals with relatively few visitors and few "clicks" a much higher traffic ( english Traffic ) recorded as information portals with the retrieval of a large number of their bases.

Automatically loaded pages or parts of a page, however, may not be counted as page impressions. Examples for this are:

Definition of a 'page'

The page (Page) is from the DAA ( Digital Analytics Association defines) as follows:

The page is a unit of content to be defined by the analyst . (English "An analyst definable unit of content" ). The definition of the page has thus been detached from the retrieval and is now linked to the experience of the respective user. Often the "felt" view of a page by the user is no longer technically related to the retrieval of a website from a server.

For example, in some online shops, the entire buying process is carried out on a single HTML page. Other parts of the page keep opening and closing.

The page impression as a key figure for the activity of the user allows statements to be made about where the visitors are within a site and what they are doing there.

If pages are accessed more frequently than others, this can have a variety of causes. For example:

  • The site is very interesting.
  • The site is difficult to use, visitors cannot find their way around and repeatedly call up a particular site without success.
  • The page is the landing page of an advertising campaign with many page views.
  • The page was linked in a prominent place (internal and external).

The same applies to elements of a page that are loaded via Ajax .

The actions to be derived for the operator of the website result, as always, from the interpretation of the respective key figures, the circumstances and the analyst's experience. It always depends on the circumstances in the individual case whether many PI (page impressions) are to be assessed positively or negatively.

See also

Web links

Individual evidence

  1. , IVW website, accessed on November 21, 2016
  2. Appendix 1 to the IVW guidelines for online offers definitions and technical explanations Version 2.5 (Cat 2.0), downloaded from the IVW website ( ) on November 21 2016