Formula
Average Session Duration = Total Session Duration ÷ Total Sessions
Calculation Example
If visitors spend a total of 500,000 seconds across 10,000 sessions, Average Session Duration = 500,000 ÷ 10,000 = 50 seconds
Data Source
Google Analytics, Website Tracking Tools
Tracking Frequency
Weekly, Monthly
Optimal Value
Higher is better; indicates user engagement.
Minimum Acceptable Value
A very low session duration suggests poor content or UX.
Benchmark
Industry benchmarks: Blogs ~2-4 minutes, E-commerce ~1-3 minutes, SaaS ~3-6 minutes
Recommended Chart Type
Line chart (to track trends), Bar chart (to compare content performance)
How It Appears in Reports
Displayed in website analytics reports to assess user engagement.
Why Is This KPI Important?
Indicates whether website visitors are actively consuming content.
Typical Problems and Limitations
A high session duration without conversions may not be beneficial.
Actions for Poor Results
Optimize website UX, improve content quality, add interactive elements.
Related KPIs
Bounce Rate, Website Traffic, Conversion Rate
Real-Life Examples
An online magazine increased session duration by 30% by integrating videos into articles.
Most Common Mistakes
Focusing only on increasing session duration without considering conversion rates.
