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 (October 1, 2023 for Analytics 360 properties).

[GA4] Engagement rate and bounce rate


The Engagement rate metric shows you the number of engaged sessions divided by the total number of sessions over a specified time period.

The Bounce rate metric shows you the percentage of sessions that were not engaged sessions. Bounce rate is the inverse of Engagement rate.

For example, if a user visits your website, reviews content on your homepage for less than 10 seconds, and then leaves without triggering any events or visiting any other pages or screens, then the session will count as a bounce.

See the metrics in Analytics

You can use reports and explorations to see the Engagement rate and Bounce rate metrics. For example, you can customize the Pages and screens report to include the two metrics so you can see the values for each page on your website or screen in your app.

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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