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Average Time on Page

Date created: Oct 11, 2020  •   Last updated: Aug 26, 2021

What is Average Time on Page?

Average Time on Page is a web analytics metric that measures the average amount of time spent on a single page by all users of a website. This metric does not consider exit pages or bounces, and only measures the average time spent by users on non-exit pages. An exit page is the last page of a website session.

Formula

ƒ Sum(Time Spent on Page) / ( Count(Page Views) – Count(Page Exits) )

How to calculate

A page with 1,500 page views, 1,000 page exits, and 300 minutes of time spent on a page has an Average Time Spent on Page of 300/(1,500 – 1,000) = 300/500 = .6 minutes, or 36 seconds.

Average Time on Page

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What is a good Average Time on Page benchmark?

Based on Contentsquare’s 2021 Digital Experience Benchmark report of 20 billion user sessions, the Average Time on Page across industries is 52 seconds, with B2B leading with 82 seconds.

Average Time on Page by Industry

Average Time on Page by Industry

Contentsquare, 2021
Average Time on Checkout Page by Industry

Average Time on Checkout Page by Industry

Contentsquare, 2020

More about this metric

Average Time on Page tracks the average time spent on a particular page by users. Google Analytics is the most commonly used service to track this metric, but it can be tracked by other services as well. Although it seems simple to understand, there are a few concepts to consider before measuring this metric.

The way this metric is measured in Google Analytics excludes a type of page view called exit pages. A page exit is when a user exits a page, therefore ending the session on the site, and such pages are called exit pages. Additionally, bounces are excluded from the calculation. Due to this formula, the Average Time on Page as tracked by Google Analytics has the potential to be higher than the reality, especially on pages that are explicitly designed to be exit pages – such as an order confirmation page. It is important to keep this in mind when analyzing Average Time on Page as it is preferable to track this metric only for pages with a low exit rate.

This metric, when used correctly, can give insight into how engaging content is to the audience. A low Average Time on Page where it should be longer can indicate that the user does not find the content interesting or engaging enough to spend time on it. At the same time, high values should be viewed remembering that time spent on the page is recorded even when the page is open as a tab in the background.

As with other website performance metrics, context is key, and it is a good practice to measure each metric alongside other metrics to give a true picture of engagement.