Google Analytics data is used to support a lot of important work, ranging from  our everyday marketing reporting to investment decisions.  To this end, it’s important that we’re aware of how the data works.

In this episode of Whiteboard Friday, Tom Capper will explain how the sessions metric in Google Analytics works, several ways that it can have unexpected results, and how sessions affect the time on page metric (and why you should reconsider using time on page for reporting).