Austrian Web Analysis

The Österreichische Webanalyse (ÖWA), or Austrian Web Analysis, is a voluntary association of online providers, marketers and advertising agencies in Austria. Founded in 1998 as a control body for online media under the umbrella of the Austrian Circulation Audit (ÖAK), it has operated as an independent association since 2001. Its purpose is to promote the Austrian online market and to produce comparable, objective data on the performance of online offerings for the advertising market. Standards are defined jointly by representatives of media owners and advertisers within ÖWA committees. ÖWA measures the use of websites, mobile-optimized websites and apps through a census-based technical measurement, complemented by a reach study that fuses census and panel data to derive sociodemographic user data and the Unique User metric. The measurement is live and permanent, with monthly averages published at the beginning of the following month. Key metrics include Page Impressions (PI), share of PI in Austria (PI AT), Visits (VI), Usetime (UT) and Unique Clients (UC). The technical measurement uses INFOnline Measurement pseudonymus (IOMp) and INFOnline Measurement base (IOMb), distinguishing consent-required and consent-free measurement. ÖWA is widely regarded as the currency of the Austrian online market. According to its website, in August 2026 ÖWA reached 6.83 million Austrians, corresponding to 94.3% reach among Austrian internet users aged 14 and over. The measurement covered 2.51 billion page impressions and 544 million visits, with device shares of 21% desktop, 42.5% mobile web and 36.5% apps. In the fourth quarter of 2025, ÖWA reported data for 102 online offerings and 429 booking units. Membership includes nearly all major Austrian media companies, online providers and media agencies. In February 2026, ÖWA announced an expansion of its portfolio to address changing usage habits, particularly among younger audiences. Two new digital core areas are being made objectively measurable: digital moving-image measurement (video on websites and apps, including Connected TV) and social media analysis via interfaces, since direct measurement on third-party platforms such as Meta is not technically possible. The operational implementation of these studies is planned for 2026. Xenia Daum became president of ÖWA in May 2026.

The Österreichische Webanalyse (ÖWA) was founded in 1998 as a control body for online media under the umbrella of the Austrian Circulation Audit (ÖAK). In 2001 it became an independent association. Its mission from the outset was to promote the Austrian online market and to provide comparable, objective performance data for online offerings, with standards defined jointly by media owners and advertisers in ÖWA committees. ÖWA's measurement approach evolved from simple counting of file requests (hits) to a differentiated methodology that distinguishes technical accesses from actual person reach. The technical census measurement records Page Impressions, Visits, Unique Clients and Usetime, while a reach study fusing census and panel data derives the Unique User metric and sociodemographic characteristics. The technical measurement uses INFOnline Measurement pseudonymus (IOMp) and INFOnline Measurement base (IOMb), covering consent-required and consent-free measurement respectively. Over the decades, ÖWA has become the de facto currency for the Austrian online advertising market. In the fourth quarter of 2025, it reported data for 102 online offerings and 429 booking units. In February 2026, ÖWA announced a major expansion of its portfolio to address changing usage habits, particularly among younger audiences. Two new digital core areas are being made objectively measurable: digital moving-image measurement (video on websites and apps, including Connected TV) and social media analysis via interfaces, since direct measurement on third-party platforms such as Meta is not technically possible. The operational implementation of these studies is planned for 2026. In May 2026, Xenia Daum became president of ÖWA.

• 2026

  Announced expansion into digital video measurement and social media analysis, planned for 2026.

• 2026

  Xenia Daum became president of ÖWA in May 2026.

• 2025

  In Q4 2025, reported data for 102 online offerings and 429 booking units.

• 2001

  Became an independent association.

• 1998

  Founded as a control body for online media under the umbrella of the Austrian Circulation Audit (ÖAK).

Neutral, objective and standardized measurement currency for the Austrian online advertising market.

• ÖWA measurement currency

  Standardized, neutral measurement of online reach for the Austrian market.

• Unique User metric

  Derived from fusion of census and panel data, representing actual users in Austria.

• Digital video measurement

  Planned technical measurement of video content on websites and apps, including Connected TV.

• Social media analysis

  Planned differentiated collection via interfaces of basic social media account data per channel.

1. 1ÖWA – Österreichische Webanalyse - Homepageoewa.at
2. 2ÖWA – Österreichische Webanalyseoewa.at
3. 3ÖWA – Leistungenoewa.at
4. 4ÖWA – Österreichische Webanalyseoewa.at
5. 5Österreichische Webanalysewikidata.org
6. 6Österreichische Webanalysede.wikipedia.org