Attention Map

An attention map is a colour overlay on a page showing how long visitors kept each part of the page inside their viewport on average.

It is built from viewport position over time: the tool samples which part of the page is on screen at short intervals and colours the page by the accumulated time. That is what separates it from a scroll map, which only reports how far a visitor went rather than where they stopped. The limitation to state alongside it is that being in the viewport is not the same as being looked at, so without eye tracking this is a behavioural approximation rather than a measure of perception, and areas near the top of the page carry a structural advantage in it.