Average session duration is an engagement metric that measures the amount of time a user spends using an app or browsing a website at a time.
Average session duration is important because it can indicate how engaged users are by content, and how invested they are in a brand.
Average session duration for websites is calculated wih the same formula for apps; take the total session durations over a period of time and divide it by the number of individual sessions over the same time period.
Average session duration is calculated using the formula of total duration of all sessions divided by the number of total sessions over the same time frame.
Google Analytics calculates average session duration over a period of time by dividing the total time of all sessions by the number of individual sessions in the same time window.
Average session duration does not include bounces or exits. The bounce rate of an app or website is a seperate engqagement metric that does not affect average session duration.
Strategies that are aimed at increasing engagement and creating a positive user experience can help increase average session duration. Here are a few to get started with: