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One minor note: If you're using Google Analytics for your web analytics data, your time on site metric is somewhat meaningless. Bounces get counted as time on site = 0. That means that 37 seconds metric is weighted down by 89% of visits having a time on site of 0. Your non-bounces time on site number is probably more like 5:37.

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Thanks. I wasn't aware of this.

I generally just look at changes in my google analytics numbers rather than absolute values to see if I'm doing better or worse.

Admittedly not the most sophisticated GA approach.

That's probably the right way to think about GA data in general; the only reason I highlighted it is because the bounce rate so heavily skewed the metric that it made it almost meaningless.

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