Understanding user engagement on your website is crucial, but discrepancies in metrics can lead to confusion. This article explores why the "Time On Site" reported by Ezoic often differs from the data shown in Google Analytics. By delving into the methodologies used by both platforms, we aim to provide clarity on how each measures user activity. You'll learn about the limitations of Google Analytics' tracking and how Ezoic offers a more comprehensive view of your visitors' time on site. Let's uncover the reasons behind these differences and help you make more informed decisions based on accurate data.

Google Analytics has a known limitation in its measurement of "time on site," as it does not account for the time spent on the last page viewed by a user. This can lead to significant underreporting of user engagement. For instance:

Example 1:

• A user lands on your website, clicks on a link within 5 seconds
•  spends 5 minutes on the next page before navigating away via a new browser search.

 Google Analytics would only report the time on the first page (5 seconds), disregarding the 5 minutes spent on the second page. Google, themselves, describe their tracking methodology here: https://support.google.com/analytics/answer/1006253?hl=en.

Ezoic, on the other hand, measures time on site more accurately by tracking in 15-second intervals. In the first example, Ezoic would count the total time spent on both pages (5 minutes and 5 seconds).

Example 2:

• A user lands on your website, finds the page they landed on to be exactly what they are looking for, and spends 5 minutes reading it.
• If the user navigates away using the back button, Google Analytics would report the duration of this visit as 0 seconds.

A good explanation is available here: http://briancray.com/posts/time-on-site-bounce-rate-get-the-real-numbers-in-google-analytics

 Ezoic would report the visit duration as the actual 5 minutes.

A comparison of Google Analytics methodology vs Clicky (which is the same as ours) is here: http://www.searchable.co.uk/clicky-vs-analytics-why-google-analytics-reporting-is-flawed/

Google details its own flawed approach here: https://support.google.com/analytics/answer/1006253?hl=en

Here are some best practices and tips to help you optimize the measurement of time on site using analytics tools:

1. Understand the Limitations of Google Analytics: Be aware that Google Analytics does not account for the time spent on the last page viewed by a user. This can lead to underreporting of the actual time users spend on your site. Familiarize yourself with Google's tracking methodology to understand these limitations better.
2. Consider Alternate Analytics Tools: Tools like Ezoic or Clicky track time on site differently and can provide more accurate measurements. Ezoic, for example, measures time on site in 15-second intervals, ensuring that even the time spent on the last page is counted. This can give you a more realistic picture of user engagement.
3. Regularly Compare Analytics Data: If possible, use multiple analytics tools to track time on site and compare the data. This can help you identify discrepancies and get a more comprehensive understanding of user behavior.
4. Optimize Your Site Navigation: Ensure that your website's navigation encourages users to explore multiple pages. This can not only improve user engagement but also help in getting more accurate measurements of time on site, as users are less likely to leave after viewing only one page.

By following these best practices, you can better understand user behavior on your website and make more informed decisions based on accurate data.