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Analyzing User Engagement: Session Duration & Bounce Rate

After filtering out fraudulent traffic, it's important to understand the quality of your legitimate visitors.

The Duration Card on the "Visits" page helps you do this by analyzing two key engagement metrics:

Average Session Duration: The average amount of time visitors spend on your site during a single session. Longer durations typically signal higher interest and engagement with your content.

Bounce Rate: The percentage of visitors who leave your site after viewing only one page. A high bounce rate can indicate that the page content did not meet the visitor's expectations from the ad they clicked.

Using the dropdown filter on this card, you can analyze these important metrics across four different dimensions.

Analyze by Page

What it shows: This view displays the average session duration and bounce rate for each individual page of your website.

How to use this insight: This is crucial for evaluating landing page performance. If a key landing page from your ad campaign has a very high bounce rate (e.g., over 80%), it's a strong signal that the ad's promise doesn't match the page's content. This tells you exactly which pages need to be improved to increase conversions.

Analyze by Daily (Hour-by-Hour)

What it shows: This graph breaks down visitor engagement by the hour of the day.

How to use this insight: Look for patterns in user intent. Do visitors who arrive in the evening spend more time on your site than those who arrive during work hours? This data can help you understand the mindset of your audience at different times, which can inform the tone and offers in your time-scheduled ads.

Analyze by Weekly (Day-by-Day)

What it shows: This view displays your average engagement metrics across the different days of the week.

How to use this insight: Discover your most engaged days. You might find that weekend visitors browse for longer (higher session duration), while weekday visitors are more focused and convert faster. This can help you tailor your marketing messages and promotions for different days of the week.

Analyze by Location

What it shows: This provides a geographical breakdown of visitor engagement, showing the average session duration and bounce rate for users from different countries or regions.

How to use this insight: Use this to assess the quality of traffic from different locations. If traffic from a certain country has a consistently high bounce rate and low session duration, it may indicate a poor market fit, even if the traffic isn't overtly fraudulent. This can help you further refine your ad campaign's geo-targeting to focus on more engaged audiences.

By understanding how users engage with your site—not just that they arrived—you can identify opportunities to improve your landing pages, refine your ad targeting, and ultimately increase your conversion rates.