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This study investigates how expert and novice map users’ attention is influenced by the map design characteristics of 2D web maps by building and sharing a framework to analyze large volumes of eye tracking data. Our goal is to respond to the following research questions: (i) which map landmarks are easily remembered? (memorability), (ii) how are task difficulty and recognition performance associated? (task difficulty), and (iii) how do experts and novices differ in terms of recognition performance? (expertise). In this context, we developed an automated area-of-interest (AOI) analysis framework to evaluate participants’ fixation durations, and to assess the influence of linear and polygonal map features on spatial memory. Our results demonstrate task-relevant attention patterns by all participants, and better selective attention allocation by experts. However, overall, we observe that task type and map feature type mattered more than expertise when remembering the map content. Predominantly polygonal map features such as hydrographic areas and road junctions serve as attentive features in terms of map reading and memorability. We make our dataset entitled CartoGAZE publicly available.