Time on Page

Feature Snapshot

Summary:
Time on Page is a metric provided by TrustedForm Insights that measures, in seconds, the total duration a consumer spends on a web page during a lead event.

Key Benefits:

• Quantifies consumer engagement on a page
• Helps identify potentially fraudulent or automated leads with extremely short durations
• Enables segmentation and quality filtering of leads based on interaction duration

Typical Use Cases:

• Filtering out leads that display unusually low Time on Page values, indicating possible bot activity
• Analyzing engagement trends across different domains or form input methods
• Establishing thresholds (for example, rejecting the bottom 5% of leads by Time on Page) to improve lead quality

How the Time on Page works

TrustedForm embeds a JavaScript snippet on your web page that starts recording events as soon as the page loads. The metric is calculated as the elapsed time from when the TrustedForm script begins tracking until the last recorded event (such as a user interaction or form submission). In API version 4.0, this duration is measured in seconds and is captured along with other metadata (like domain and form input method) to help assess lead quality and identify anomalies.

Step‑by‑Step Instructions

1. Capture the Data:
   Make a TrustedForm Insights request and record the Time on Page value along with the Originating Domain and Form Input Method provided.

2. Group the Leads:
   Organize the captured leads by criteria such as domain and whether autofill or typing was used, to facilitate meaningful comparison of Time on Page values.

3. Establish Quality Thresholds:
   For each group, compute statistical benchmarks—for example, identify the lowest 5% of Time on Page values—to flag leads that may exhibit non-human behavior or insufficient engagement.

4. Review Session Replays Manually:
   For leads falling below the established threshold, manually inspect the session replays to determine if the interaction appears too rapid or incomplete, indicating potential fraud.

5. Implement Automated Filters:
   Once thresholds are validated, configure your lead processing system to flag or reject leads with a Time on Page value below the acceptable limit.

Expected Result:
You will identify leads with unusually short engagement durations, allowing you to filter out potential fraudulent submissions and maintain higher lead quality. Your dashboard should display segmented Time on Page metrics alongside other engagement data.

Validation & Monitoring (optional)

• Test the Setup: Submit a test lead on your web page and confirm that the TrustedForm certificate returns a Time on Page value in seconds along with the relevant domain and form input method data.
• Where to Monitor?: Use the TrustedForm Insights dashboard or your internal reporting tool to track Time on Page trends and verify that threshold filters are functioning as expected.

Best Practices

• Always capture complete data for each lead, including Time on Page, domain, and input method.
• Group leads with similar criteria to allow for accurate threshold setting and filtering.
• Set conservative filtering thresholds (e.g., below the bottom 5%) to avoid rejecting valid leads inadvertently.
• Regularly review session replays of flagged leads to ensure that your Time on Page threshold remains effective and adjusted to genuine user behavior.

Troubleshooting

Frequently Asked Questions (FAQ)

Q: What is Time on Page?
A: Time on Page is a TrustedForm Insights metric that measures the total duration in seconds that a consumer spends on a web page during a lead event.

Q: In what units is Time on Page measured?
A: In the latest API version (4.0), Time on Page is measured in seconds.

Q: Why is Time on Page important for lead quality?
A: A very short Time on Page may indicate that a lead was generated by a bot or via rapid, non-human interaction, while a longer duration generally suggests genuine engagement.

Q: How do I determine the threshold for filtering leads based on Time on Page?
A: Collect sufficient lead data, group it by relevant criteria such as domain and input method, and then set a conservative cutoff—commonly filtering out the bottom 5% of leads based on Time on Page measurements.

Q: Should I reject leads with very high Time on Page values?
A: No, abnormally high values usually reflect a legitimate pause or extended session and are not typically correlated with fraudulent behavior.

Glossary