As web applications become more desktop-like, URLs become less significant. Ajax does away with a lot of page refreshes as it becomes increasingly easy for state to change without requesting new documents. The “what about the Back button?” question has been well-explored in the Ajax community. Less-discussed is the fact that the same phenomenon wreaks havoc on traditional analysis of web traffic. Throw in the fact that access logs are already heavily skewed / made less meaningful by heavy RSS consumption, and the value of traditional, URL-based traffic analysis is decreasing.
Jeremy Zawodny: “How the hell do we count stuff in a zero page refresh Web 2.0 buzzword compliant world?”
evhead, in Pageviews are Obsolete:
There will come a time when no one who wants to be taken seriously will talk about their web traffic in terms of “pageviews” any more than one would brag about their “hits” today.