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With the switch from Universal Analytics (UA) to Google Analytics 4 (GA4), publishers and website owners lost easy visibility into quite a few metrics they used to track religiously to understand user behavior on their site, including:

The good news is that Google decided to keep all the standard UA metrics around, they’re just a bit harder to find in GA4 than they previously were in Universal Analytics.

The good news is that Google decided to keep all the standard UA metrics around, they’re just a bit harder to find in GA4 than they previously were in Universal Analytics.

Dive into the article below to learn more about the differences in GA4 vs. Universal Analytics metrics. More specifically, explore where you can find the Average Time on Page, now known as Average Engagement Time in GA4, and the key differences and similarities between these two important metrics. 

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GA4 Pillar

GA4 Training: The Ultimate Guide to Navigating Google Analytics 4 

Before we dive into Average Time on Page vs. Average Engagement Time, and where to locate each in Google Analytics 4, it's important to note, to continue using any of the above-noted Universal Analytics metrics rather than the updated GA4 metrics, the Explore section of GA4 allows you to access a wide range of custom reports so you may continue reviewing older, standard metrics.

GA4_Explore

Now, let’s examine the metric that Google introduced in GA4 as a “replacement” to Average Time on Page in Universal Analytics so you know the differences between each.

 

 

Average Time on Page vs. Average Engagement Time

Average Time on Page: A measure of the time a user spends on average on a single page across all sessions and pages.

Average Engagement Time: Similar to the average Engagement Time by Session, GA4 records engagement time by page. This measurement strips out any time a user spends “unengaged” with content, for instance, if they have the tab open but are not active.

To find Average Engagement Time by Page, navigate to the Reports area of the main left-hand navigation, then the Engagement tab, and finally, the Pages and Screens report.

GA4_Engagement_Pages and Screens_Average Engagement Time-1

This column offers deeper insight into the average time users engage with specific pages across your site. The number at the top of the Average Engagement Time column gives you an average across all pages for a more complete picture of user engagement.

You may want to know each metric for several reasons, but the most important is that tracking major changes in either metric can indicate a change in user behavior on your site to be aware of.

But if you run ads, Average Engagement Time Per Session is the best measurement of how much time you’ll be able to spend serving in-view ads to your users.

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GA4 Resource Center

The Complete GA4 Resource Center

How to Find Average Time on Page in GA4

1. First, head to Explore in the left menu, then select a Blank Exploration report.

GA4_Explore

2. Click the + next to Metrics.

GA4_Explore_Metrics +-1

3. Navigate to and select Average Session Duration under the Session tab.

GA4_Explore_Average Session Duration-1

4. Click the + next to Metrics again. Then, locate and select Views per Session under the Page / Screen tab.

GA4_Metrics_Views Per Session

5. Choose the table visualization.

GA4_Table-1

6. Then, drag and drop both the Average Session Duration and Views per Session blocks from under Metrics to the Values area.

GA4_Values_Time on Page-1

You can now see two columns in your custom GA4 table:

  1. Average Session Duration, and
  2. Average Views per Session

Next, you’ll need to do a simple calculation to determine your Average Time Per Page:

  1. Convert your Average Session Time into seconds (for example, for a 2-minute session duration, you’d multiply by 60 seconds per minute to arrive at 120 seconds for a total session duration).
  2. Then, divide your Average Session Duration (in seconds) by the Views Per Session to arrive at an Average Time on Page (in seconds). In this example, dividing 120 seconds by 1.71 Views per Session gives us an Average Time on Page of approximately 70 seconds.

From there, you can adjust your date ranges as desired to see changes in your GA4 metrics over time, and calculate the differences in your Average Time on Page.

Playwire: Helping Publishers Understand User Engagement

At Playwire, it’s our job to help publishers and content creators understand how ads affect user engagement. 

Ensuring you earn the most revenue possible is a balancing act between maintaining user engagement and engaged sessions with strategic ad injection. Too many ads mean shorter and fewer sessions. Too few ads mean you’re probably missing revenue opportunities. We’re here to help you walk the tightrope.

To learn all the ins and outs of maintaining the balance between SEO and ad revenue, ad layout, and user experience, jump into our ad layout course or contact us for help!

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FAQs About Average Engagement Time in GA4

Here are some answers to frequently asked Qs.

What's the difference between average engagement time and average time on page in Google Analytics?

Average engagement time in GA4 measures active user interaction with your content, while average time on page in Universal Analytics simply tracked the total time between page views. Engagement time provides a more accurate picture of how long visitors actually interact with your specific page, filtering out periods when users are inactive on your site.

How do session metrics differ between GA4 and Universal Analytics?

In Universal Analytics, average session duration measured the total time users spent on your website, regardless of activity. GA4's engaged sessions metric provides more detail by only counting time when users are actively interacting with your content. This helps website owners better understand actual user engagement with their site content.

Can I track loading time impact on engagement metrics in GA4?

Yes, page load time is an important factor in user engagement. By correlating your average engagement time data with page metrics related to loading time, you can determine if slow-loading pages are causing users to abandon your site before engaging with your content. Mobile devices particularly benefit from optimized loading times.

How do I view engagement time for a landing page versus internal links?

To analyze how engagement differs between landing pages and pages accessed through internal links, create a custom exploration report. Add page path as a dimension and engagement metrics as your values. This will show how different entry points affect the average amount of time users spend with your relevant content.

Does GA4 track how users engage on different devices?

Yes, GA4 provides data on how user engagement varies by user's device. You can see if mobile devices have shorter engagement times than desktop users, which might indicate issues with your mobile experience. This helps you optimize content for your target audience across all devices.

How do I set up event tracking to enhance engagement metrics?

By configuring custom events in GA4, you can track specific user interactions like video views or form completions. Each event name can be tracked against engagement time, providing insights into which activities keep users most engaged. Event count data helps you understand what content resonates with your target audience.

What are the best metrics to track in the pages report for SEO?

For search engine optimization, focus on average engagement time, event count, and engaged sessions for individual pages. These metrics help you understand if your content satisfies user intent, which is crucial for SEO. Pages with high engagement typically perform better in search engines when other factors are equal.

Can I create a custom report showing average time spent with bullet points and clear headings?

Yes, using the exploration report feature accessed from the left menu, you can create custom reports with any page metrics you need. Focus on page title, average engagement time, and event count to see how your content structure affects engagement. Clear headings and bullet points often increase time spent on pages.

How do I measure if users feel overwhelmed by my content?

Look at the relationship between page metrics like average engagement time and the next page users visit. If users quickly leave complex pages for simpler ones, they might feel overwhelmed. Analyze if specific information pages have shorter engagement times than your site average.

What's the most effective way to increase time spent on my website?

Focus on creating relevant content that addresses your target audience's needs. Analyze which pages have above-average engagement time and replicate those elements across your site. Internal links to related content, optimized page load time, and mobile-friendly designs all help increase overall engagement with your website.