What is average engagement time?
Average engagement time is how long your site was actively in view for visitors, on average. It replaced older time on page and session duration numbers.
GA4 measures engagement time only while your page is the active tab in the browser or your app is on screen. Average engagement time divides that by the number of active users, and you may see it labeled "average engagement time per active user." Because it ignores time spent in other tabs, it is more realistic than the older Universal Analytics metrics, average session duration and time on page.
Why it matters for your business: This shows whether people actually read your pages. Very short times on important pages can point to content that needs to be clearer or faster.
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