When analyzing your web traffic, time on site can be a very valuable metric. However, when using Adobe’s Site Catalyst, you can only track a users time on your site if you also enable pathing. Unfortunately, the creators of Site Catalyst decided to tie the time on site metric to their pathing capabilities. While that may not seem like a big deal, it is also important to realize that out of the box, you are only able to enable 5 sProps for pathing. So when you are decided what to place in your sProps, be sure to think about what you are going to want to use for pathing and what sProps you are going to want to analyze a user time on your site.

One key way that i have used time on site, is when trying to determine the impact of a frequency cap on a banner ad. Often times an advertiser will want to place a frequency cap of 1 ad per user per session or 24 hours. But what if they come to you and ask to increase the frequency that the ad is seen but they don’t want the ad to be displayed twice in a row. How do you pick an interval that will accomplish this. The easiest answer is to review the amount of time a user spends on your site. If the average time on site is 10 min, then you will need to set your frequency cap interval to less than 10 min. so 1 per 9 min or 1 per 5 min. In this scenario, the average user will spend an average of 10 min on your site and is likely to see 2 of your advertisers ads. Without the time on site metric it becomes very difficult to determine an effective frequency cap to ensure a user sees an advertisers ad twice in one session.