Google-owned DoubleClick Ad Planner’s report that Facebook received 1 trillion page views in June has turned out to be incorrect. In fact, estimates by Internet marketing research firm ComScore suggest that the actual number of page views is 457.4 billion, less than half as many.

Comscore data, widely accepted as an authentic source, pegs the number of page views at 457.4 billion for Facebook in June. That’s way off from the stupendous feat initially reported.

The discrepancy:- If Comscore’s version is to be believed, it is the user’s inaccurate cookies information that spoiled the Doubleclick’s applecart.

Google-owned Doubeclick, too, has admitted that its data should be used to “get an idea of” page view activity and should not be considered as a true representative of actual user activity.

“Cookie-based methodologies will always have inflated numbers compared to panel-based, because people delete their cookies throughout the month. For a site with high engagement like Facebook, this is going to result in overstatement of figures,” Comscore spokesperson Stephanie Flosi was quoted as saying on CNN.

Google-owned Doubeclick, too, has admitted that its data should be used to “get an idea of” page view activity and should not be considered as a true representative of actual user activity.

ComScore’s superior method:- The method employed by ComScore to capture page view data appears more reliable than that of Doubleclick. The former juxtaposes the data captured from more than a million domains with that of the data collected by panel-based Internet measurement system.

This system culls surfing data from close to two million worldwide Internet users. Projections about total page view numbers are made from that sample group. The research firm discounts the numbers that have been exaggerated by spiders and bots. The ComScore methodology also weeds out a lot of data that may be allowed by DoubleClick.

Facebook may not have got the 1 trillion page view feather in its cap. It nonetheless topped the charts in June with Google at a distant 2nd with 268.7 billion page views. Microsoft takes in 3rd slot with 90.2 billion page views, while Yahoo, with 90.1 billion, stands 4th in terms of activity on Internet properties.

Article Source: Articles Engine

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