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What is dwell time and how do you measure it?

Dwell time is the time users spend on a web page. In Google Analytics you can look at ‘Avg. Time on Page’. The Bounce Rate (the percentage of people who visit one page and leave) is often seen as bad when high. However, if your visitors bounce 50% of the time but your ‘Avg. Time on Page’ is 1m 30s, this isn’t so bad. This would indicate that, although 50% of your visitors leave after one page, they do at least consume the content. Dwell time is therefore tricky to accurately measure, but important to focus on and improve with better content. Dwell time is a good metric for your content and visitor retention.