Nielsen//NetRatings is planning to update its system for reporting on the performance of search engines.
The company, along with rival comScore, has come under fire from authorities this year for a perceived lack of transparency in their approaches to providing internet metrics.
However, Nielsen//NetRatings is this month set to roll out a suite of measurement tools that can chart total visits, total sessions and total page views, according to Brandweek.
Commenting on the new programme, Brad Bornter of Forrester Research told the magazine that the new technology will increase confusion over metrics.
"People want to know where to buy their advertising. Yet both [Nielsen//NetRatings and comScore] are coming up with different metrics that disagree every month. It’s a mess that’s becoming messier," he warned.
Earlier this year, the Internet Advertising Bureau wrote an open letter to the online marketing industry in which it called the methods employed by the two measurement firms into question.