Google Analytics has come under fire from the co-founder of ClickTale, an Israel-based analytics company, who has claimed that the service’s methods of calculating the time spent by visitors on sites is inaccurate.

In an interview with Practice Ecommerce, Tal Schwartz remarked that, although his employees use Google Analytics and are "big fans", its strategies for computing time on page and time on site are limited.

This, he noted, is a major problem for ecommerce businesses as "the time on page provided by Google only refers to multiple-page visitors" and it also provides "no information about how long your visitors actually interact with the content on your website".

Commenting on this, Mr Schwartz stated that if those involved in online PR are serious about improving conversions, they must ascertain how surfers are using their web-based material.

Earlier this month, Chris Boggs – writing for Search Engine Watch – suggested that new comments tool Google Sidewiki will not have an effect on organic search engine rankings in the near future.

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