What is Engagement Rate (GA4)?

50-70% is typical for most websites. Higher-quality traffic sources (organic, direct) usually have higher engagement rates than paid traffic. Compare your engagement rate across traffic sources and page types rather than obsessing over a single number.

Engagement Rate = Engaged Sessions ÷ Total Sessions. A session is 'engaged' if it lasts 10+ seconds, includes 2+ pageviews, OR has a conversion event. Meeting any one criterion counts as engaged.

Traditional bounce rate penalized single-page visits even if users spent 5 minutes reading. Engagement rate considers time on site and conversions. A visitor who reads your blog post for 3 minutes is engaged, even if they only view one page.

Match content to visitor expectations, improve page speed, add compelling content that keeps visitors longer than 10 seconds, encourage exploration with internal links, and optimize landing pages for the traffic sources sending visitors.

Yes, in GA4 settings, you can change the 10-second threshold to something else (up to 60 seconds). Some businesses adjust this based on their content type. However, stick with defaults if possible for easier benchmarking.