A report by Business2blog recently brought to a light a potential negative affect of the use of Ajax. Ajax, the adored and arguably web 2.0 staple technology, which enables sites to not have to reload a page to make slight updates to its contents.
Leveraging Ajax technology has enabled site developers to create very slick user interfaces on the web. These interfaces enable a smooth user experience but limits the number of page loads thus metrics could be somewhat inaccurate when measuring the traffic to a site. Traffic inaccuracies could affect the way advertisers perceive a site and could directly affect the amount of advertising sold.
The jury is still out as to how metric reporting companies handle sites that are using Ajax. I would assume sites with Ajax produce metrics that are light on page views. However, I would love to hear from someone from comScore, Nielsen/Netratings, Alexa or other large metric reporting companies to verify my assumption.