E-commerce Glossary

Session Duration

Total time spent by a visitor between entering and leaving the site.

Session duration measures the time a visitor spends actively on your site from arrival to last interaction. It differs from time per page and reflects overall engagement.

Calculation: Session duration = Last interaction timestamp - First interaction timestamp. Analytics tools then calculate the average across all sessions.

An average duration of 2 to 4 minutes is typical for an e-commerce. Long sessions (5+ minutes) indicate strong interest and are often associated with a higher average basket. Very short sessions (less than 30 seconds) signal a relevance issue.

Fullmetrix cross-references session duration with conversions to identify audience segments that engage best with your content and catalog.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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