Average Session Duration
The average amount of time users spend on your website in a single visit.
Formula
Why it matters
Session duration indicates engagement quality. Long sessions from paid traffic suggest users are genuinely evaluating your product. Very short sessions (<30 seconds) from paid traffic indicate a message mismatch or poor landing page quality.
How to improve Average Session Duration
Add internal linking to guide visitors through related content, improve content quality and depth, and ensure page load speed is under 3 seconds.
Content-heavy sites: 3–5 minutes. SaaS marketing sites: 1.5–3 minutes. E-commerce: 2–4 minutes.
Prooflytics tracks Average Session Duration automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
Is longer session duration always better?
Not necessarily. A very long session on a pricing page or signup form might indicate confusion. Context matters: long sessions on content pages and product pages are positive; long sessions on a single conversion page may signal friction.