Engagement rate
In Google Analytics 4, the share of engaged sessions, that is sessions lasting at least 10 seconds, including a conversion event or with at least two page views, among all sessions.
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Why it matters
Engagement rate shows whether visitors actually engaged with the content; bounce rate in GA4 is its inverse. If traffic from a particular source has very low engagement, either the targeting is wrong or the page does not deliver what was promised.
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Example
Visitors from a display campaign have an engagement rate of 12 percent, against 65 percent for organic search. Investigation shows most of the ads are being clicked by accident in mobile games; those placements are excluded.
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Common mistake
Judging the rate against the same target for every page. Someone looking for contact details may find them instantly and leave; the purpose of the page must be taken into account.
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Related terms
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