Average Time and Early Exits

The Average Time view in Sites Analytics measures how long people actually stay on your pages. It covers funnels, websites, and webinars, and gives you two headline numbers plus a trend chart.

The two key metrics

• Average Time: the typical amount of active time per visit across your chosen dates and assets. Higher numbers generally mean visitors are reading, watching, or interacting.
• Exit Before 30s: the percentage of visits that ended within thirty seconds of arriving. A high figure often points to a mismatch between the promise of your ad or link and the page itself, a slow load, or content that did not hold interest.

To keep the numbers meaningful, each visit is counted separately, visits shorter than two seconds are ignored, and idle time from a forgotten open tab is capped.

How to find it

1. Click Sites in the left sidebar and open the Analytics tab.
2. Use the top-left dropdown to pick Funnels, Websites, or Webinars, then optionally choose one specific asset.
3. Set a Date Range using the selector at the top right.
4. Scroll to the Average Time card.
5. Read the two KPI figures, then hover over a column in the chart to see the average for that period.

Using the numbers

Compare weeks before and after a page change to see whether it improved engagement. If early exits are high on a landing page, test a clearer headline, faster images, or a stronger match to the ad that sends people there. For webinars, a falling average time can show that the session is running longer than your audience will stay.

Good to know: Read Average Time together with conversion numbers; long visits that never convert can mean the page is interesting but the next step is unclear.