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Average Time on Site and Page Views/Visit Data Discrepancy


Level 2

Hi Adobe Analytics Experts 

There are around 90 pages and when we average the time on sheet for Avg Time on Site or Page Views/Visit it does not match
 The Average time on site  doesnt tally when we export it and average it , same with Page views/visit
Any insight into it would be very helpful,




3 Replies


Community Advisor

Are you calculating an average of an average? For example, for Page Views / Visit, are you calculating (4.60 + 3.23 + 2.19 + ...) / (count of rows in the freeform table) ?

If so, then that's a wrong calculation methodology. You can't just calculate an average of an average like that.

So for Page Views / Visits, the aggregate 6.20 that is reported is (sum of Page Views ) / (sum of Visits). A similar calculation is done for the aggregate for the Average Time on Site metric.


Level 2

Thanks Yuhuisg.

Would that means the  average time on site and pages per visit are computed row wise by the dimension and should not be averaged or summarized column wise.


Community Advisor

That is correct.

A simple example is the average speed of a car. Let's say a car travels the following:

  • 100km in 2 hours
  • 60km in 3 hours
  • 200km in 2.5 hours

The average speed per segment is:

  • 100km / 2 hours = 50km/h
  • 60km / 3 hours = 20km/h
  • 200km / 2.5 hours = 80km/h

And the average speed for the entire journey is:

(100km + 60km + 200km) / (2 hours + 3 hours + 2.5 hours) = 360km / 7.5 hours = 48km/h

Notice that the average speed for the entire journey is NOT (50km/h + 20km/h + 80km/h) / 3 = 50km/h, because that is just wrong maths.