EP8: What happened to Bounce Rate in GA4?

If you've ever delved into Google Analytics, you may have noticed a significant change: the disappearance of the bounce rate metric. In this blog post, we'll explore where the bounce rate went and why it's been replaced by a more positive metric known as engaged sessions.

The Shift from Bounce Rate to Engaged Sessions

In the past, bounce rate was a common metric used in Universal Analytics (UA). However, with the emergence of Google Analytics 4, bounce rate has been replaced by a more nuanced measurement called engaged sessions.

Engaged sessions reflect a more positive interaction with your website or app. Rather than simply measuring the percentage of users who land on your site and leave immediately, engaged sessions focus on users who actively interact with your content.

What Constitutes an Engaged Session

An engaged session is defined by one of the following actions occurring during a single visit:

1. Active interaction with your website or app for at least 10 seconds.
2. Generation of a conversion, such as filling out a contact form or making a purchase.
3. Generation of at least two new page views or windows.

Why Engaged Sessions Matter

Engaged sessions provide a more comprehensive view of user behavior and website performance. By focusing on engagement rather than abandonment, businesses can better understand how users are interacting with their website and identify areas for improvement.

Where to Find Engaged Sessions in Google Analytics 4

To access engaged sessions in Google Analytics 4, follow these steps:

1. Navigate to analytics.google.com and select your website.
2. Go to the ‘Traffic Acquisition' section.
3. Look for ‘Engaged Sessions' under the ‘Users' and ‘Sessions' metrics.
4. You can also view metrics such as average engagement time per session, engaged sessions per user, and events per session.

The shift from bounce rate to engaged sessions in Google Analytics represents a positive evolution in web analytics. By focusing on user engagement, businesses can gain deeper insights into their audience's behavior and optimize their online presence accordingly. Embrace engaged sessions as a key metric for understanding and improving your website's performance in 2024 and beyond.

Learn more about using GA4.