Average time spent (ATS) is a marketing metric that measures the average amount of time users spend engaging with a piece of content, such as a website or marketing material.
Businesses primarily use the average time spent (ATS) metric to measure the amount of time consumers spend engaging with marketing materials, including a website, webpage, blog article, product description, product page, or email.
Used more broadly, however, average time spent (ATS) could refer to the average time a business takes to hire an employee, the average time spent navigating supply chain issues, or the average time spent fulfilling customer orders.
In all of these cases — and many more — the business divides the total minutes spent on a particular task by the total amount of tasks within a given timeframe.
When calculated to measure consumer interaction, businesses gain a glimpse into how successful their engagement initiatives are. If many consumers are visiting a product page each month, but the business’s average time spent on page is significantly low, the business can infer that they need to improve their customer engagement.