Google Analytics Changes Time on Site Calculation
August 23, 2007 – 11:42 am
According to an iMedia post by Brandt Dainow, Google Analytics has modified their calculation of Average Time on Site. Brandt reports:
“Previously, the Average Time on Site had been calculated as the total time on site for all visits divided by the total number of visits. Both the total time on site and total number of visits included bounces.
As of July 20, 2007, we began reporting the Average Time on Site as the total time on site for all visits (excluding bounces) divided by the total number of visits (excluding bounces). This change also affected data from earlier dates, not just newer data.
Because bounces have been removed from this calculation, you may notice a significant increase in the average amount of time spent on your site. Please be assured that we have in no way changed your data, only the way that the Average Time on Site is being calculated.”
I found this an important post building on my previous article entitled “Web Analytics for Content Sites” in that one of my reccomended Key Performance Indicators was actually time on site! Make sure to be mindful of this development as you may be saying, “Hey! As of July 20, people started really loving the content we had!”, when unfortunately this may not be the case.
