Page Tag Overview

Effective Measure’s page tagging technology collects data through the use of an on-page JavaScript tag.

This is placed onto a website and is triggered for each page impression a visitor makes to the site. The tag code is the same for all tagged properties in the market, measuring both desktop computer and mobile consumption.

When the tag is triggered, cookies are created within the visitor’s browser as both first party (set to the domain of the website they are currently on) and third party (set to the"" domain).

Our page tag allows us to accurately identify Device Type and Country of Access (via IP Address).


The Effective Measure Methodology allows for more accurate measurement of online traffic because it addresses common concerns such as cookie blocking, multiple tags on page, and machine-based traffic.

This dedication to accuracy, combined with Effective Measure's rich demographic data, contributes to use being a preferred source of data for media agencies across the Middle East and Africa.

Cookie Blocking

By using two cookies (first and third party), Effective Measure can still count audiences even if their device is blocking third party cookies (as is the default on mobile and desktop Safari browsers). In this instance the Effective Measure system can use our first party cookie. In the case where third party cookies are enabled for a device, the third party cookie is used. 

Multiple tags on a page

The Effective Measure page tag is designed to execute a single time for each page view, even where multiple page tags are present. This allows us to prevent overinflated traffic numbers associated with incorrect tagging procedures.

Machine based traffic

Machine based traffic can falsely inflate a publisher's website traffic numbers. Effective Measure uses the industry standard list of known user agents and robots published and updated monthly by the ABCe. All robotic traffic is identified and excluded from processing.

Survey Collection

Effective Measure conducts online surveys for the purpose of collecting anonymous demographic, psychographic and campaign-based data in the market.

These surveys are launched via a popup from publisher web sites at a specified rate. This data is then reported in the Effective Measure dashboard

Our Metrics

Unique Browsers (UB)

The Effective Measure Javascript tag counts each device that visits a website by associating it with a unique cookie ID. The UB figure in the dashboard measures the number of unique browser cookies to a site for the specified location/time period.

The visits metric records the number of visits (sessions) to a web site. The session will timeout after 1800 seconds of inactivity (30 minutes).

The frequency metric is a measure of how often a browser visits the site. Frequency is calculated by dividing the total number of visits by the number of unique browsers for a given audience. 

Page Views = PV
A page view (impression) is recorded for every page containing the Effective Measure page tag.

Average Page Duration = APD
The average time spent on each page during a browser visit.

Average Visit Duration = AVD
The average time spent by a browser on the site per visit.

APV = Average Page Views per Session
The average amount of page views generated during a visit.

View our glossary for more term definitions. 

The Effective Measure Panel

The bullet points below highlight the important strengths and weaknesses of panel and tag based measurement.

Tag Based Measurement (Device Metric)

  • Most accurate measure of impressions
  • Captures all of website’s traffic
  • UB and Visit based metrics depend on cookies

Panel Based Measurement (People Metric)

  • Smaller sample
  • Collects data on all web sites, not only tagged

Panel Software

The Effective Measure research panel is an opt-in non-incentivised panel.

Panel members download a small piece of software (browser extension) onto their browser. Once installed this piece of software will passively record all pages the user visits and upload these logs to the Effective Measure collection servers.

Each panelist is tied to a demographic survey profile, and in this way we able to provide a market wide view of the online audience. The panel software is unobtrusive, and does not provide any user interface elements or affect the user’s browsing experience.

Weighting / Expansion Factors

Once all the data for the month has been collected the total number of active panel members for the month is calculated. In order to qualify as an “active panelist” the panelist must have been active for at least five days in the calendar month.

The total number of active panel members is weighted to the total Internet population for that specific country. Demographics are used to ensure the correct representation in the panel.

Panel Publication

After all the data is calculated the is released to the market within the first week on the new month; only monthly panel data is available.

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