time on site

Time on site, also called session duration or average session duration, measures how long a visitor spends on your website during a single visit. It is calculated by taking the difference between the timestamp of the first interaction in a session and the timestamp of the last interaction.

What Is Time on Site? How to Measure and Improve Session Duration KISSmetrics Editorial 2026

A high time on site value is indicative of strong user engagement and a positive user experience. It suggests that users find your content valuable, leading to increased website traffic. Conversely, a low time on site value may suggest that users are not finding what they need, leading to a higher bounce rate.

Metric Time on site: in-depth guide for enhanced user engagement 2023