“The twenty-first-century shift into real-time analytics has only made the danger of metrics more intense. Avinash Kaushik, digital marketing evangelist at Google, warns that trying to get website users to see as many ads as possible naturally devolves into trying to cram sites with ads: “When you are paid on a [cost per thousand impressions] basis the incentive is to figure out how to show the most possible ads on every page [and] ensure the visitor sees the most possible pages on the site.… That incentive removes a focus from the important entity, your customer, and places it on the secondary entity, your advertiser.” The website might gain a little more money in the short term, but ad-crammed articles, slow-loading multi-page slide shows, and sensationalist clickbait headlines will drive away readers in the long run. Kaushik’s conclusion: “Friends don’t let friends measure Page Views. Ever.”