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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Web Analytics (An Hour A Day) – Chapter 6

Consumed => “Web Analytics (An Hour A Day) – Chapter 6 (Month 1: Diving Deep into Core Web Analytics Concepts)” by Avinash Kaushik.

=> Key takeaway (page 138 – 139)…

“The challenge with showing a simple average across all sessions is that it hides the real insights from you. It is always optimal to look at the distribution for this metric (length of visit, Figure 6.3). But if you want to average it (which is quite okay), you should attempt to get an intelligent average and not a dumb one.

No matter how hard you try, lots of visits to your website will be single-page visits, for example. We know from the previous example that single-page visits will have a time on site of zero seconds. So if lots of visits are one-page visits and their time on site is zero, your average time on site is a dumb average because it takes into account all these visitors for whom you have no data (and because there are many of these visitors, the effect could be quite large)…

…What is critical for you to understand in the context of the Average Time on Site metric is that you don’t have for the last page of the visit. In addition, if the visitor sees only a single page during the visit, you have no awareness of what time on site for their visit is. You should be aware of this and accommodate for it because it can have a large effect on your computation of this critical metric.”

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