Comscore's audience statistics, which advertising agencies use to decide how to allocate campaign budgets, are already uncomfortable reading for many websites. Compared with a site's own internal logs, the New York company's user panel can appear to significantly undercount monthly visitors. The news just got worse. According to an internal study, the company is double-counting the geekier users who delete the cookies which track their web usage, and thereby show up, repeatedly, as new users. The bottom line? Even Comscore's modest numbers may be overstating a site's audience by a factor of 2.5, on average. And the geekier sites, already the ones that complain most that old-school measurement services miss their gigantic audiences, have the most inflated numbers.
Via : http://valleywag.com/tech/bad-news/60-of-your-audience-just-disappeared-252646.php
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