KPI · Move higher
Engagement time
Active interaction time per session or active user, measured by the analytics tool (e.g., GA4 active foreground time).
Engagement time captures time during which the page is in the foreground and the user is interacting (scrolling, typing, clicking). It’s a better proxy for attention than session duration, which includes idle tabs.
For first-touch surfaces it’s a strong signal of whether orientation is working: pages that successfully convey value before asking for commitment hold attention longer.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Inside-Out Design | Active engagement time within setup or admin surfaces, segmented by successful vs abandoned task attempts | More time can indicate real configuration work, but excess time without completion signals taxonomy translation. |
| Journey-Blocking Consent | Active engagement time before and after consent UI exposure | Consent walls suppress reading and exploration before users reach the actual content. |
| Premature Conversion | GA4 average engagement time per session or active user | Orientation failures suppress active attention on first-touch pages. |
| Scrolljacking | Active engagement time before and after the first scroll-driven segment | Scrolljacking may increase time on page while reducing useful reading and task progress. |