Dwell Time vs. Bounce Rate vs. Avg. Time on Page

  • Dwell Time: the amount of time that elapses between the moment a user clicks a particular result in the search results and subsequently returns back to them.
  • Bounce Rate: the percentage of single-page sessions (important: these people may have returned to the SERPs or simply closed the page, it doesn’t matter which. It also makes no difference whether they stuck around for 2 seconds or 2 hours, it’s still technically a bounce).
  • Time on Page: the amount of time a visitor spent on your page before going anywhere else (this could be back to the SERPs, to another page on your website, to a bookmarked page; literally anywhere)