Average Time on Page was a Google Analytics metric that helped determine how much time users spent on your website’s content. It measured the average amount of time your users spent on a given page on your site.
This was the case in Universal Analytics (UA), and the metric no longer exists in that form in Google Analytics 4 (GA4). The closest representation is now Average Engagement Time.
Average Time on Page vs. Average Engagement Time in Google Analytics
Previously, Google Analytics only telemarketing data recorded the time between when a user landed on a page and navigated to another page on your site. It relied on the time of the next page view to determine how much time the visitor spent on a given page.
This meant that the tool couldn’t record the time a user spent on the last page of their visit, as there was no “next” page view (on your site) to get the time from.
But in GA4, average engagement time captures the total amount of time a user interacts with a page, including cases where the page may be the last of their session.
This gives a more accurate picture of user engagement, as it also takes into account visitors who only visit one page of your site.
Although the metrics have different names, the core idea remains the same: measuring how long visitors engage with your content.
How to view time on page in Google Analytics 4
There are several ways to find out your average time on page in GA4.
How to Find Out Your Website’s Average Engagement Time
To view your website’s overall average how to use auto layout in figma interaction time in Google Analytics 4, click ” Reports ” in the left navigation bar.
Next, click on “ Lifecycle ” > “ Engagement ” > “ Events .” This will show you the average engagement time across your entire website.
How to Find Out Your Website’s Average Engagement Time Per Session
To see your average engagement time per session, click ” Average Engagement Time Per Session .”
This figure will be slightly different from the average engagement time, as the number of sessions on your website will likely be different from your number of users.
How to Find Average Engagement Time Per Page
You can see a breakdown of your average engagement time per page by going to the “Average Engagement Time” column under ” Reports ” > ” Lifecycle ” > ” Engagement ” > ” Pages & Screens .”
You can find the average engagement time for a specific page or group of pages by using the search bar above ” Page Path & Screen Class .”
Why is time on page an important metric?
Time on page is an important metric because it indicates how interested your readers are in your content.
Google Analytics metrics like users and usa lists page views are a good indicator of your website traffic. But they don’t offer a deeper understanding of how well your content is meeting your users’ needs.
If your blog reaches thousands of readers each month, it may seem like it’s successful. However, if most people who land on your site leave within seconds of landing on the page, your content probably isn’t resonating with your readers.
Average engagement time is a useful metric to monitor your SEO results , because it can help you determine whether visitors are actually engaged with your content.