To grasp the concept of engagement rate, we must first define what is considered an engaged session, according to Google Analytics 4.

An engaged session, as per Google Analytics 4’s definition, falls into one of the following categories:

• Lasts 10 seconds or more (the time period can be adjusted to 10, 20, 30, 40, 50, or 60 seconds).
• Includes 2 or more page views.
• Involves a conversion.

Let’s illustrate this with an example: If a user visits a site or app, spends at least 10 seconds there, and then departs without taking any further action, Universal Analytics (the older version of Google Analytics) would consider this user session as a “bounce.” However, in Google Analytics 4, this same user session is regarded as an “engaged session” and counted towards the engagement rate.

Calculating the engagement rate for a website involves dividing the number of engaged sessions by the total number of sessions. For instance, if there are 10 engaged sessions out of 100 sessions within a certain time period, the engagement rate for that time period is 10%. A higher engagement rate implies a “higher quality” of website traffic. This is because a high engagement rate indicates that your website attracts quality visitors who take desirable actions, such as viewing multiple pages or converting.

To find your website traffic’s engagement rate, navigate to Acquisition > Traffic Acquisition > Engagement Rate column in Google Analytics.

Using this report, you can assess the overall engagement rate of your website traffic and compare the rates of different traffic sources. For example, you can compare the engagement rate of your newsletter traffic with that of your social media traffic to identify potential gaps. This comparison helps establish benchmarks or references for the engagement rates of various traffic sources and highlights areas where improvements may be necessary.

Google Analytics 4 introduces a wide range of new metrics and features not available in Universal Analytics, aiding advertisers in better understanding their audiences and identifying opportunities to enhance the efficiency of their marketing efforts. If you require assistance with Google Analytics 4, feel free to contact us to book a GA4 consultation session. We would be more than happy to assist you!