Click Counting: It Is 1992 All Over Again
March 31, 2025
Dinobaby says, “No smart software involved. That’s for “real” journalists and pundits.
I love it when search engine optimization experts, online marketing executives, and drum beaters for online advertising talk about clicks, clickstreams, and click metrics. Ho ho ho.
I think I was involved in creating a Web site called Point (The Top 5% of the Internet). The idea was simple: Curate and present a directory of the most popular sites on the Internet. It was a long shot because the team did not want to do drugs, sex, and a number of other illegal Web site profiles for the directory. The idea was that in 1992 or so, no one had a Good Housekeeping Seal of Approval-type of directory. There was Yahoo, but if one poked around, some interesting Web sites would display in their low resolution, terrible bandwidth glory.
To my surprise, the idea worked and the team wisely exited the business when someone a lot smarter than the team showed up with a check. I remember fielding questions about “traffic”. There was the traffic we used to figure out what sites were popular. Then there was traffic we counted when visitors to Point hit the home page and read profiles of sites with our Good Housekeeping-type of seal.
I want to share that from those early days of the Internet the counting of clicks was pretty sketchy. Scripts could rack up clicks in a slow heartbeat. Site operators just lied or cooked up reports that served up a reality in terms of tasty little clicks.
Why are clicks bogus? I am not prepared to explain the dark arts of traffic boosting which today is greatly aided by scripts instantly generated by smart software. Instead I want to highlight this story in TechCrunch: “YouTube Is Changing How YouTube Shorts Views Are Counted.” The article does a good job of explaining how one monopoly is responding to its soaring costs and the slow and steady erosion of its search Nile River of money.
The write up says:
YouTube is changing how it counts views on YouTube Shorts to give creators a deeper understanding of how their short-form content is performing
I don’t know much about YouTube. But I recall watching little YouTubettes which bear a remarkable resemblance to TikTok weaponized data bursts just start playing. Baffled, I would watch a couple of seconds, check that my “autoplay” was set to off, and then kill the browser page. YouTubettes are not for me.
Most reasonable people would want to know several things about their or any YouTubette; for example:
- How many times did a YouTubette begin to play and then was terminated in less that five seconds
- How many times a YouTubette was viewed from start to bitter end
- How many times a YouTubette was replayed in its entirety by a single user
- What device was used
- How many YouTubettes were “shared”
- The percentage of these data points compared against the total clicks of a short nature or the full view?
You get the idea. Google has these data, and the wonderfully wise but stressed firm is now counting “short views” as what I describe as the reality: Knowing exactly how many times a YouTubette was played start to finish.
According to the write up:
With this update, YouTube Shorts will now align its metrics with those of TikTok and Instagram Reels, both of which track the number of times your video starts or replays. YouTube notes that creators will now be able to better understand how their short-form videos are performing across multiple platforms. Creators who are still interested in the original Shorts metric can view it by navigating to “Advanced Mode” within YouTube Analytics. The metric, now called “engaged views,” will continue to allow creators to see how many viewers choose to continue watching their Shorts. YouTube notes that the change won’t impact creators’ earnings or how they become eligible for the YouTube Partner Program, as both of these factors will continue to be based on engaged views rather than the updated metric.
Okay, responding to the competition from one other monopolistic enterprise. I get it. Okay, Google will allegedly provided something for a creator of a YouTubette to view for insight. And the change won’t impact what Googzilla pays a creator. Do creators really know how Google calculates payments? Google knows. With the majority of the billions of YouTube videos (short and long) getting a couple of clicks, the “popularity” scheme boils down to what we did in 1992. We used whatever data was available, did a few push ups, and pumped out a report.
Could Google follow the same road map? Of course not. In 1992, we had no idea what we were doing. But this is 2025 and Google knows exactly what it is doing.
Advertisers will see click data that do not reflect what creators want to see and what viewers of YouTubettes and probably other YouTube content really want to know: How many people watched the video from start to finish?
Google wants to sell ads at perhaps the most difficult point in its 20 year plus history. That autoplay inflates clicks. “Hey, the video played. We count it,” can you conceptualize the statement? I can.
Let’s not call this new method “weaponization.” That’s too strong. Let’s describe this as “shaping” or “inflating” clicks.
Remember. I am a dinobaby and usually wrong. No high technology company would disadvantage a creator or an advertiser. Therefore, this change is no big deal. Will it help Google deal with its current challenges? You can now ask Google AI questions answered by its most sophisticated smart software for free.
Is that an indication that something is not good enough to cause people to pay money? Of course not. Google says “engaged views” are still important. Absolutely. Google is just being helpful.
Stephen E Arnold, March 31, 2025
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