What it is: The total time a user spends confused, waiting, or re-doing work. Why it matters: Traditional analytics count time-on-site as “engagement.” That’s a lie. A 5-minute checkout should be 45 seconds. Every extra minute is a friction minute. Kill them.
What it is: The percentage of users who encountered a bug, a broken link, or a confusing flow and didn’t report it (they just left). Why it matters: For every 1 user who complains, 26 stay silent and churn. Your Grudge Report is your silent churn predictor. umetrics
High five, right?
Stop obsessing over volume. Start obsessing over understanding. What it is: The total time a user
We’ve all been there. You open your analytics dashboard. The line goes up. Green arrows everywhere. Pageviews are soaring, session durations look healthy, and your conversion rate is holding steady. Every extra minute is a friction minute