The page view, similar to the click-through, was once the key way that Web sites owners understood their audiences. It was the way news organizations figured out who read their stories — how many, how often, which, from where — and the way publishers were able to calculate the value of serving up ads on those sites to determine the price they would change advertisers. As long as search advertising exists on a search engine, clicks will continue to count. For publishers, page views and clicks are dying metrics. It's time the industry steps up to define new ones as advertising and marketing move to a variety of devices.