The 'average time on page' means measuring the average amount of time users spend on a specific page. Below, its mathematical definition: Matomo is the open source analytics tool used by Europa Analytics. With Matomo, the following aspects have to be taken in consideration Matomo can only register time using page hits or events as stopwatches. If a user reaches a page, reads it and hits the back button, no time will be recorded, because there is no event that can help measuring the length of the visit (as the pressing of the back button can't be tracked). On the other hand, if a user reaches a page, reads it a bit, starts a video (i.e. play event) and after a while hits the back button, the tracking program will consider the time spent on page as the time elapsed between the loading of the page and the hitting of the play button. a consequence of the previous point is that Matomo cannot measure the time a user spent on the last page of their visit to your site (that's why we need to subtract page exits from pageviews) Matomo keeps counting the time on a page regardless of whether the browser window is in a hidden or visible tab. As users often navigate on multiple tabs, the clock will run even if the user is not reading your page.
