Engagement rate
Engagement rate in Google Analytics 4 is the share of sessions that lasted longer than 10 seconds, had a key event or had at least two page views. The opposite of bounce rate.
Updated October 1, 2026
Engagement rate is the percentage of visits in which people actually engaged with your website. In Google Analytics 4, it is the share of engaged sessions, and it is the opposite of bounce rate: the two always add up to 100%.
What counts as an engaged session
According to Google's definition, a session is engaged when it:
- lasts longer than 10 seconds,
- has a key event, such as a purchase or sign-up, or
- has 2 or more page or screen views.
A visit that meets none of these counts as a bounce.
How to use it
Engagement rate is most useful per page and per source. A landing page with a low engagement rate for visitors from one ad, but a normal rate from search, points to a mismatch between the ad and the page. A homepage with a low engagement rate overall often points to a first-impression problem.
Before and after a change
Engagement rate is a good way to check, after the fact, whether a new version of a page keeps more visitors. Keep in mind that it also moves with the season, your traffic sources and your campaigns, so compare similar periods. A first-impression test gives you an earlier answer, and tells you why people leave. See did your redesign work?.