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Why Advertisers Should Break Up With Google's 'Time Spent' Measure
By: AdAge
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In the advertising world, Google is the default for almost everything: search, display, video, ad serving, analytics. The products we know as DoubleClick, YouTube, Google Search and Google Analytics are ubiquitous for a reason -- they're damn good. But over time, damn good can turn into average and eventually degrade into bad. For publishers and marketers relying on Google Analytics "time on page" metric, we've moved past bad toward just plain wrong.

Why does this matter? How could a single flawed metric be cause for alarm? There are two reasons why this is significant to every marketer and publisher right now.

First of all, it's due to the absolute dominance of Google Analytics on the internet. According to BuiltWith, over 70% of .com sites in the U.S. currently use Google Analytics. Google's closest competitor is Facebook Domain Insights at a paltry 3% market share.

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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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