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Understanding Google Analytics Time Calculations

time spent on website

A common problem causing confusion is when you are looking at your website analytics and see Average Visit Duration: 00:00:00. Then you are asking yourself – How can a user stay zero seconds in my website? Only the loading time of my page is 2 seconds.

These statistics often come with Page Visits: 1.00 and Bounce Rate: 100%. Did you start understanding the concept?

Let’s first explain what is Bounce Rate and how it is calculated. Bounce Rate is the percentage of visitors who left your website immediately after they visited it. This means that they left rather than continue viewing other pages within the same site.

The easiest way to understand the term Bounce Rate is to imagine the following situation – you visit some website, that is 100% Bounce Rate. If you click on some link within the site – 50% Bounce Rate. If from 100 people who visit your website, 70 leave without visiting a second page that is 70% Bounce Rate.

So let’s explain why we see Visit Duration 0 in the most possibly simple way.

How Time on Page is calculated

The calculation depends if the visitor has one pageview or multiple pageviews. In most cases Google Analytics does not calculate time spent on page when there is only one page viewed in a visit. The only solution to help google track more accurate the time spent on your website is placing engagement hits.

When there are multiple pageviews in a visit the calculations are pretty simple. They are based on the start time between the current page and the start time of the next page load. The next infographic will give a better explanation.

Google Analytics Time Calculations Infographic

A common problem causing confusion is when you are looking at your website analytics and see Average Visit Duration: 00:00:00. Then you are asking yourself - How can a user stay zero seconds in my website? Only the loading time of my page is 2 seconds. These statistics often come…

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About Dobromir Genov

My interests are online marketing and advertising. I'll try to write useful articles in these topics.

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