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 |
|---|---|---|
| Premature Conversion | GA4 average engagement time per session or active user | Orientation failures suppress active attention on first-touch pages. |