Engagement Rate
The share of GA4 sessions that were engaged: over 10 seconds, a conversion, or two-plus pageviews.
Engagement rate is a Google Analytics 4 metric: the share of sessions that counted as engaged. A session is engaged if it lasted longer than 10 seconds, fired a key event, or included at least two page or screen views.
It replaced bounce rate as GA4's headline quality signal. Bounce rate is back as an optional metric, but it is now defined as the inverse of engagement rate rather than the old single-pageview measure. Because of the time threshold, the two are not the same idea, which trips people up when they compare GA4 to Universal Analytics, as covered in UA vs GA4.
Read it alongside your conversion rate and the funnel, and get the setup right first with the GA4 setup checklist.
Put the number to work: the break-even ROAS calculator turns your margins into the ROAS you need, and a free Due Diligence Audit checks whether the figures you see are the ones you are getting. Back to the glossary.