So, I admit it … I’ve been banging on about auto-refresh most of this year.
It’s an important issue. Why? Well … there is huge interest around the area … my posts around the issue have been some of the most read things I’ve written in the past 3 years, and the emails I’m getting from people with their stories of auto-refresh and the rationale behind it have been some of the more eye opening I have encountered.
Some people have the viewpoint ‘auto refresh, so what … what’s the big deal, consumers don’t know, don’t care or advertisers don’t care.’
Not true. What auto-refresh does to site numbers is astounding.
Last week a website took auto-refresh off some of their sites. Great move and they should be applauded if they continue to keep it off. (however if they initiate it again I am sure a load of people will be happy to point out to the market what they’re doing and how it inflates their numbers.
What it did to their numbers was amazing. Just amazing.
– Their average daily UBs across their site remained the same
– Their page impressions dropped 40%
– Page duration dropped by 75%
– Session duration dropped by 85%
If this is happening on 1 site … imagine what impact it’s having on all the other sites – hundreds of sites – that practice auto-refresh.
Makes you wonder what is really being sold? How many of these impressions are being seen by human eyes.
And how much of the ‘engagement’ is just fudging figures through technology?