Time on site measures the average engagement of your visitors. The more time they spend, the more they interact with your content and the greater the likelihood of conversion.
Calculation: Average time on site = Total session duration / Number of sessions. The e-commerce average is 2 to 4 minutes. Content-rich sites can exceed 6 minutes.
A high time indicates good engagement but is not enough: cross-reference with conversion rate. A very high time with low conversion may indicate navigation or decision-making difficulties.
Fullmetrix measures time on site by traffic source, device type, and customer segment to identify the most engaged audiences and optimize your user journey.
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