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Engagement Rate


Engagement rate is the percentage of users who interact with your content.

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What is the engagement rate in Google Analytics 4?

The departure of UA and the rise of GA4 render the Bounce rate obsolete. The loss of the Bounce rate won't affect the analysis. In Analytics 4, the bounce rate has been replaced by a new metric called engagement rate.

Google defines the engagement rate as the number of engaged sessions divided by the total number of sessions over a specified time period. An engaged session is a session that lasted longer than 10 seconds, had a conversion event, or had at least 2 pageviews or screen views.

Engagement Rate Formula

If you had 1,000 engaged sessions and 10,000 total sessions, your engagement rate would be 10%.

The engagement rate is a metric that measures the percentage of your visitors who interacted with a piece of content, like clicking on it. Engagement rates increase when your visitors engage well with your content.

If you're looking to measure your user experience on your website, engagement rate is a powerful metric. It can help you understand how your content is meeting or failing to meet the expectations of your users.

Why is an engagement rate important?

  • This is a metric worth paying attention to because content with high consumer engagement signals that you're doing something right. It gives you a sense of how well your page is performing.
  • Engagement rate helps to analyse the efficacy of marketing campaigns by showing whether your site, app, or page meets user expectations.
  • Engagement is an important indicator of whether the content is 'doing its job.' If engagement is low, it becomes easier to spot opportunities for improvement.

What is a reasonable engagement rate?

A website's engagement rate determined by the number of visitors who engage with a page or return to a site varies significantly between industries. The average B2B website achieves an engagement rate above 63%, while B2C sites see an average of 71%. To assess a reasonable engagement rate, benchmark your website against competitors in your sector.

When it comes to engagement, different channels can operate on various scales. Social media platforms define engagement differently depending on the business type, so you can't just compare numbers. However, read on to see the average rates of engagement across different channels.

What causes a low engagement rate?

When you notice that your engagement rates are too low, there are a few likely causes that you should look into. A few of these include:

  • Having content that does not grab the attention of your audience, 
  • Ineffective keyword targeting, attracting the wrong audiences, etc.

How to improve the low engagement rate on the website?

Content is the most important part of any marketing strategy. If your content isn't engaging and relevant to the audience you're trying to reach, you won't see much engagement from them. Make sure to write posts that are interesting and relevant to your audience.

The next thing to consider is whether your keywords are well-targeted. Keywords are how search engines find content on the web, if you choose them wisely (so that they will attract both bots and humans), you'll be increasing your chances of getting more views from real people who might want what you're selling.

Where do I find Engagement rate in GA4?

Follow these steps to find your "engagement rate" and other engagement metrics:

  • In the left-hand menu, choose "Acquisition" from the "Reports" section. Click “View user acquisition.”
  • View your “engagement rate” and other engagement data.

What are other engagement metrics?

GA4 offers several more engagement metrics related to the user's lifecycle, which may add insights to your analysis.

Engaged session

This metric shows how long people spend on your site. It's helpful in identifying the most popular pages and prioritising which ones should get more attention.

As per Google Analytics engaged sessions are the number of sessions that lasted at least 10 seconds or had 1 or more conversion events or 2 or more page or screen views, you can extend the 10-second count to a maximum of 60 seconds.

Average engagement time

The average engagement time in Google Analytics 4 is a valuable metric that can help you understand how your users interact with your website.

For Google Analytics 4, the average engagement time is calculated by adding up the engagement durations per active user.

Engaged session per user

You can calculate the number of engaged sessions by dividing the number of users participating in an activity on your site by the total number of visitors. This will give you an idea of how many people use your site per visit.

Engaged session per user Formula

Related- What is a session in Google Analytics?

Frequently Asked Questions
What is the difference between the engaged session and bounce rate?
How to calculate an engaged session per user?
Where is the engagement rate in GA4?
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