This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Engagement rate and bounce rate

Use the engagement rate and bounce rate metrics to measure engagement on your website or app

About the metrics

Engagement rate and bounce rate show you the number of sessions in which users engage with your site or app.

Engagement rate shows the percentage of engaged sessions. Bounce rate shows the percentage of sessions that weren't engaged. Bounce rate is the inverse of engagement rate.

For example, let's say someone visits your website, reads some of your content for less than 10 seconds, and then leaves. While they were on your website, they didn't trigger any events or visit any other pages. Google Analytics will count the session as a bounce. As a result, the bounce rate percentage will increase.

Report on the metrics

If you are an Editor or Administrator, you can add the metrics to any report.

  1. Sign in to Google Analytics.
  2. From the left menu, select Reports Reports.
  3. Go to the report you want to customize.
  4. Click Customize report [Customize report] in the upper-right corner the report.
    Important: If you don't see the button, you don't have Editor or Administrator role.
  5. In Report data, click Metrics.A screenshot of the customize report menu with the Metrics option highlighted
  6. Add "Engagement rate" and "Bounce rate" and click Apply.
    A screenshot of the Metrics menu with the two metrics highlighted
  7. Save the changes to the current report.

Migrate from Universal Analytics

If you're migrating from Universal Analytics and want to understand how the calculation for bounce rate is different in Google Analytics 4, see [UA→GA4] Comparing metrics: Google Analytics 4 vs Universal Analytics.

Increase your engagement rate

If your engagement rate is low, then consider using reports and explorations in Analytics to dig deeper to see whether it's uniformly low or whether it's the result of certain channels, source/medium pairs, pages or screens, or something else.

For example, if a few pages or screens have a low engagement rate, see whether the content correlates well with the marketing you use to drive users to those pages or screens, and whether those pages or screens offer users easy paths to the next steps you want them to take.

If a certain channel has a low engagement rate, review your marketing efforts for that channel. For example, if users who come from display are bouncing, make sure your ads are relevant to your site content.

If the problem is more widespread, take a look at your measurement code to be sure that all the necessary pages are tagged and that they are tagged correctly. If you're collecting data from an app, make sure you've set up the Google Analytics for Firebase SDK correctly.

You may also want to reevaluate your overall site design and examine the language, graphics, color, calls to action, and visibility of important page elements. You can use Google Optimize to test different versions of your site pages to see which designs encourage users to engage more.

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