Session duration (also called average session duration or time on site) is the total length of time a visitor spends on your website during a single visit.
In Google Analytics 4, session duration is measured from the first interaction to the last interaction in a session. A higher average session duration generally indicates more engaging content. The global average session duration is approximately 2-3 minutes, but this varies significantly by industry and content type. News sites may have shorter sessions (1-2 minutes) while educational or e-commerce sites may see longer sessions (3-5+ minutes). To improve session duration, create comprehensive and engaging content, embed videos, use clear navigation, add interactive elements, and ensure fast page loading. In GA4, the "engagement rate" metric (sessions lasting 10+ seconds with interaction) is often more useful than raw session duration.
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