Total dwell
Total Dwell is the sum of time spent inside an area across every visitor — the area's full engagement budget for the period.
Total Dwell = Σ (each visitor’s dwell time in the area)
It’s the sum of time every visitor spent inside the area during the period. Think of it as the area’s full engagement budget for the day, week or month.
Worked example
- 50 customers entered the Footwear area today.
- 30 of them dwelled for 60 seconds each → 1,800 seconds.
- 20 of them dwelled for 180 seconds each → 3,600 seconds.
- Total Dwell = 5,400 seconds (1h 30m) for Footwear today.
How dwell per visitor is measured
A visitor enters Total Dwell once they cross the area boundary and pass the 5-second threshold. The clock stops when they leave the area or the store. The 5-second rule excludes passers-through.
When to use Total Dwell vs. Average Dwell
- Total Dwell is the right metric for comparing areas or comparing periods — it captures both volume and engagement.
- Average Dwell (per visitor) is the right metric for engagement quality — how compelling the area is for the people who do step in.
A high Total Dwell with a low Average Dwell usually means lots of visitors but short interactions — typical for a high-traffic display. A low Total Dwell with a high Average Dwell means fewer but more engaged visitors — typical for a destination or service zone.