Journal Impact Factor (IF), designed initially for the assessment of relative quality of scientific journals, is being used recently also to assess the impact of individual articles and their authors. But, IF is increasingly being questioned regarding its suitability for that purpose. Therefore alternative approaches started to appear which make use of the interactive capabilities of web technology. These are called article level metrics. During the last few years, some of the international publishers of scientific journals have initiated services which provide this kind of metrics. It would not be wrong to assume that the article level metrics will gain importance in the future in line with the growing need for a reliable method of assessing the quality of individual works. This article deals with this issue within the framework of kaynakca. info, a web based reference management service that provides these metrics in Turkey. It is hoped that this work would lead to a serious questioning of existing practices of impact assessment based almost solely on citation counts.