"Ajax may pose an even bigger challenge for Web publishers and advertisers and for the Web analytics industry. That's because Ajax shatters the metaphor of a Web "page" upon which much of Web publishing and advertising is based. Most sites measure their traffic in terms of visitors and page views. You can still count visitors, Becker says, but Ajax blows away the page-view metaphor. Click paths have to be measured differently."
-- TechWeb via Marketing Vox