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The 3rd will answer.

 

If articles avg time spent on the specific page is X, then how does it compare to over all average? A positive number means its better than avg, a negative means its lower.

 

I am assuming he is trying to understand relative content engagement. vs site content engagement average.

 

(this is a very simplified way to measure content engagement as it really only looks at 1 metric as the determiner(avg time spent on page))

 

There are more complete methods to create calculated metrics to indicate page level (thereby content level) engagement but as a first pass will be a good lesson.