Engagement rate is a GA4 metric that measures the percentage of sessions with meaningful user interaction. It's the inverse of bounce rate.
What counts as engaged
A session is "engaged" if it meets any of these criteria:
- Lasted more than 10 seconds
- Had 2+ page views
- Had a conversion event
Calculating engagement rate
Engagement rate = Engaged sessions / Total sessions × 100
For example:
- 800 engaged sessions out of 1000 total = 80% engagement rate
Engagement rate vs bounce rate
| Metric | Measures | |--------|----------| | Engagement rate | Sessions with interaction | | Bounce rate | Sessions without interaction |
They're inverse: Engagement rate + Bounce rate ≈ 100%
What affects engagement rate
- Content quality and relevance
- Page load speed
- User experience
- Clear calls to action
- Internal linking
Good engagement rates
Varies by industry and content type:
- Blog posts: 40-60%
- E-commerce: 50-70%
- Landing pages: 60-80%
Focus on improvement over time rather than absolute numbers.
Related Terms
Bounce Rate
The percentage of visitors who navigate away from a site after viewing only one page, without taking any action.
Conversion Rate
The percentage of website visitors who complete a desired action, such as making a purchase, signing up, or filling out a form.
Google Analytics
A web analytics service by Google that tracks and reports website traffic, user behavior, and conversion data.
Session
A group of user interactions with a website that take place within a given time frame, typically ending after 30 minutes of inactivity.