For years web analysts have tried to come up with a way to measure user engagement on the website. We had metrics like Bounce Rate but not a measure called Engagement. Everybody had their own way of calculating User Engagement and there was no standard.
Google Analytics 4 (GA4), now has taken a step to provide a standard way for you to measure Engagement with the site or app with a new metrics called Engagement Rate. Engagement rate is the percentage of engaged sessions on your site or app.
What is an Engaged Session?
An engaged Session is defined as a session that spent 10 seconds or more on the site/app or viewed 2 or more screens/pages or had a conversion event.
For example, if a user comes to the site or app, spends 10 seconds, and then leaves without taking any further action then in Universal Analytics, the older version of Google Analytics, this user session is considered as a bounce. However, in the case of Google Analytics 4, this user session is considered an "engaged session" and counted towards engagement rate.
What about the Bounce Rate?
Many who were used to using some calculation of bounce rate to define engagement are now wondering where the Bounce Rate metrics are in Google Analytics 4. GA4 no longer reports on Bounce Rate metrics.
Where Do you Find Engagement Rate?
It is not available in every report. To see the Engagement report you have to check Acquisition --> User Acquisition and Acquisition --> Traffic Acquisition reports.
Are there other Engagement Metrics?
Yes Google Analytics 4 provide the following engagement metrics
- Engagement Rate
- Engaged Sessions
- Engaged Sessions Per User
- Average Engagement Time
Where to get more help with Google Analytics 4?
Online Course - If you want to learn on your own then check out Google Analytics 4 Masterclass
Workshop - We conduct the onsite customized workshop. Reach out to us for more details.
Consulting - We can get you up and running with Google Analytics 4 as well as train your and your team to use it effectively. Reach out to us for more details.