Speaking today at an Association of Online Publishers (AOP) event in London, Richard Foan, ABC Electronic managing director, said that moving to a daily average figure could provide publishers with a more accurate picture of user behaviour - as changes in site use were vast throughout the monthly cycle that is the present standard.
The Joint Industry Committee for Web Standards (JICWEBS) - the ratifying body - will decide on whether to implement the change for all ABCe audited and accredited websites at its meeting in August.
The unique user metric, he said, was not a measure of people but a measure of the number of devices accessing a site.
It was in use, he added, as it was the preferred metric of the industry and offered a broadly comparable data set across websites from differing sectors.
"At the moment JICWEBS agrees that we measure unique users per month. With many people the belief is that it tends to overstate the number of devices the longer period over which you use that measure," Mr Foan said.
"One of the issues JICWEBS will be discussing on the first of August is moving to unique users per day as the preferred figure because numerous people delete cookies [files stored by browsers charting site visit history on which the unique user system is founded] but the majority don't delete them more than once a day.
"This will give much more information that many believe will be closer to what they want to measure."
Free daily newsletter
- Value My News to help UK-based hyperlocal publishers monetise content
- Advertorial: PUBLIQ offers publishers a fair revenue distribution model and helps fight media censorship
- Career goals, chatbots and blockchain: Here is your weekly journalism news update
- 10 ways Journalism.co.uk can help you smash your 2019 career goals
- German publishers are concerned the EU's ePrivacy Regulation is putting their digital advertising revenue at risk, study finds