Although unique visitors and page views are critical pieces of the puzzle - these metrics often fail to accurately measure engagement on sites using technologies such as AJAX and online video.

Attention is a powerful way to plan and measure the web because it is a finite resource that we manage selfishly. We grant our attention to people, activities and websites that merit receiving our most precious resource - time. If a site can garner more of an individual's time it should generally be considered a good thing. With that said, there are exceptions (Search Engines for example), which is why we don't present Attention as the king of all metrics. We see Attention as an additional piece of the puzzle.

Attention can be graphed using a stacked area chart, which shows how the Attention for each individual site in relation to the total Attention for the category.