timeonpage

Timeonpage is a web analytics metric that measures the amount of time a user spends on a specific page during a visit. It is commonly used to gauge how engaging or informative a page's content is, and to compare performance across pages or campaigns.

Calculation and interpretation: In many analytics platforms, timeonpage is derived from the timestamps of consecutive pageviews or interactions. It is typically the difference between the time a current pageview is recorded and the time of the next hit. If a user leaves the site after viewing a page, there may be no subsequent hit, and the timeonpage value for the last page can be zero or undefined. A higher average timeonpage can indicate greater content engagement, but it must be interpreted alongside other metrics such as bounce rate, exit rate, and scroll depth, as it can be influenced by reading speed, media playback, and page length.

Limitations and considerations: Timeonpage is sensitive to how hits are sent and how users navigate. Page reloads, asynchronous navigation, or users switching tabs can distort results. In single-page applications, traditional timeonpage tracking often underestimates true engagement unless custom timers or events are implemented. Some analytics tools now emphasize alternatives such as engaged time or session-level engagement metrics to provide a more robust view of user interaction.

Implementation notes: To improve accuracy, developers can implement timers or events that explicitly mark when a user begins and ends interaction with a page, while ensuring user privacy and consent. Timeonpage remains one of several indicators used to assess on-page engagement in broader analytics analyses.