Metrics: Time on site

Average time on site is flawed. TOTAL time on site (TTS) is more robust. It’s the total time spent on the site by all (target) users.

With this metric: some users spending more time on the site is always good; more users is always good.

Other issues are detailed here. For example, “bounces” count as zero seconds on site. (Some people may argue that penalising bounces is a good thing).

If your web analytics don’t support TTS then you can calculate an approximation: (Average Time on Site) x (Unique Users)

As for all metrics, it’s good to focus on your target audience. If you use Ucom or comScore then you could calculate a multiplier. For example, if you reach 25% more of your target audience then multiply TTS by 1.25

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