Posted by Tom.Capper
In this post I’ll pull apart four of the most commonly used metrics in Google Analytics, how they are collected, and why they are so easily misinterpreted.
Average Time on Page
Average time on page should be a really useful metric, particularly if you’re interested in engagement with content that’s all on a single page. Unfortunately, this is actually its worst use case. To understand why, you need to understand how time on page is calculated in Google Analytics:
Time on Page: Total across all pageviews of time from pageview to last engagement hit on that page (where an engagement >> READ MORE <<