Average Engagement Time per Session vs Average Session Duration in Google Analytics 4 (GA4)

If you've recently switched to Google Analytics 4, you might have noticed a new way of measuring how users interact with your website. While Universal Analytics used "Average Session Duration," GA4 introduces "Average Engagement Time per Session" as its default metric. These two measurements tell different stories about your user behavior - and understanding the difference is crucial for accurate reporting.This guide will talk about the difference between Avg. Session Duration and Avg. Engagement Time per Session in Google Analytics 4 (GA4). Let's get started!

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Difference between Average Engagement Time per Session vs Average Session Duration

📈 Average Engagement Time per Session

Definition: Time when users are actively interacting with your site

• Website must be in focus

• User must be engaging (clicking, scrolling, etc.)

• More accurately reflects real user attention

Example: A user actively reading and navigating your blog for 5 minutes

Average Engagement Time per Session is Usually lower than Average Session Duration because:

• Only counts active user time

• Requires user interaction with your site

• Must be in focus on user's browser

• Measures real engagement

📈 Average Session Duration

Definition: Total session time from start to end

• Counts all time until session expires

• Includes inactive periods

• Continues even if user switches tabs

• Less precise measure of real engagement

Example: A 30-minute session where user only actively engaged for 5 minutes

Average Session Duration is higher than Average Engagement Time per Session because:

• Counts total time until session ends

• Includes inactive periods

• Continues counting even if tab is inactive

• Measures total time, not just active use

In Summary:

Average Session Duration gives you average time a session lasts, while Average Engagement Time per Session tells you how much of that time was actually spent actively interacting with your content. For most analytical purposes, Engagement Time provides a more accurate picture of true user interaction.

How to Display the Metric Avg. Session Duration in your GA4 Reports:

1. Navigate to the GA4 report you would like to work with

2. Click on the pen symbol ✏️ (top-right-hand-side under the date range control) to customize the report

3. Under Metrics, click on "Add metric" and find the Avg. Session Duration

4. Reorder the position of the metrics to your requirements

5. Click on "Apply" and save the changes to your current report

Frequently Asked Questions on Avg. Engagement Time per Session and Avg. Session Duration 

How is Average Engagement Time per Session calculated?

• Total engaged time ÷ Total number of sessions

• Only counts active interaction time

  
  

How is Average Session Duration calculated?

• Total duration of all sessions ÷ Total number of sessions

• Counts all time, including inactive periods

• Includes background tabs

Should I use Average Engagement Time per Session or Average Session Duration?

Average Engagement Time per Session is generally more valuable because:

• Shows actual user interaction

• Excludes idle time

• Not inflated by background tabs

• Provides clearer picture of real engagement

Best Practice: Monitor both metrics together for complete understanding

How can I improve Average Engagement Time per Session?

1. Optimise Content

• Identify high-performing content

• Study successful pages

• Optimize underperforming content

2. Optimise User Experience

• Improve navigation

• Enhance readability

• Ensure mobile-friendly design

• Speed up load times

3. Content Personalization

• Target content to user segments

• Create personalized experiences

• Focus on user preferences

Can I create Key Events to measure Time on Site?

Yes! ➡️ Check out this video tutorial on how to Track Duration Goals (Time on Site Events) in Google Analytics 4 (GA4)