You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Presenting a Post-2.0 Way to Think About Media Measurology Traffic Stats From Competing Metrics Firms Just Don't Add Up. Could It Be We're Counting the Wrong Stuff? By Simon Dumenco, Published on April 28, 2008 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.