Engagement rate is a Google Analytics 4 metric that measures the percentage of sessions that were considered "engaged" — meaning the session lasted longer than 10 seconds, had a conversion event, or had 2+ page views.
Engagement rate replaced bounce rate as the primary engagement metric in GA4. It is calculated as engaged sessions divided by total sessions, multiplied by 100. A good engagement rate varies by industry but generally 60-70% is considered healthy. Engagement rate is the inverse of bounce rate in GA4 — if your engagement rate is 65%, your bounce rate is 35%. To improve engagement rate, focus on creating compelling content that encourages users to explore further, ensure fast page load times, make navigation intuitive, add clear calls-to-action, and match your content to the search intent of your visitors. This metric is particularly useful for understanding whether your traffic is genuinely interested in your content.
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