If you have started using Google Analytics 4 (GA4) you probably noticed that the bounce rate metrics do not appear on the reports any longer. You probably wonder where to find this information and how would you know if people stay or leave on your website.
Google Analytics 4 doesn’t use “Bounce rate” anymore. The metric is now replaced with “Engagement Rate”. Pretty unexpected, right?
Let’s dive into some important Google Analytics changes below.
What Is Bounce Rate?
Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site. The bounce rate is calculated by counting the number of single-page visits and dividing that by the total visits. It is then represented as a percentage of total visits
How Is Bounce Rate Calculated In Google Analytics 4?
There are 3 conditions now.
The session is considered as engaged if at least one of them took place:
- The session duration was at least 10 seconds.
- The session was ended by conversion.
- Two or more pages were viewed during the session.
In terms of the bounce rate, if none of the above happens during a session, that’s a bounce.
Let’s say you had a total of 20 sessions and 15 of those sessions were “Engaged Sessions” then the bounce rate in Google Analytics 4 would be 25%.
See the calculation below to understand how it works:
(5 non-engaged sessions / 20 sessions) x 100% = 25%
Because certain sessions that would have previously been deemed bounces may now be considered engaged sessions, your engagement rate will always be a little higher than the reciprocal of your bounce rate.
What is GA4 Alternative to Bounce Rate?
1. ENGAGEMENT RATE
The engagement rate provides data about the quality of website visitors. This percentage reveals the length of time visitors spend on your page and whether they engage with it.
The engagement rate is arguably the most significant engagement metric, but there are other ones as well. These metrics provide you with a complete picture of the reach and engagement of your website when taken together.
2. ENGAGEMENT SESSIONS PER USER
This metric shows how frequently a user interacts with a certain page. Previously, a user would be counted as having bounced if they visited a page, left, and then returned later.
It is now seen as an engagement with the page. When a user interacts with a page twice, it may indicate that they liked the content and came back the next day to view it again.
3. ENGAGEMENT TIME
Because a visitor might spend a lot of time on a page without taking any kind of action, this metric is much more helpful than looking at the bounce rate. This indicates that a user’s session will be deemed engaged if they stayed on the page for more than 10 seconds.
Advantages of Tracking Engagement Rate Instead Of Bounce Rate
There are two major benefits of switching to the “Engagement rate” metric.
Firstly, it highlights the positives, therefore we aim to increase engagement. Compared to bounce rate, one of the few unfavourable measures in Universal Analytics, this represents a significant mental shift.
Secondly, the engagement rate delivers a more accurate picture of the audience interested in your content.
Despite the fact that this is a substantial change, the engagement rate metric’s data on user behaviour will help you better understand the traffic to your website and will undoubtedly aid in your decision-making.
The Engaged Sessions metric is actually a lot better than the previous one when you evaluate its aspects more thoroughly. So, don’t worry. Google Analytics still gives us the same features as bounce rate, it just makes it much better.
About the author:
Tali is a results-driven digital marketer with a track record of growing her clients’ businesses and driving revenue.
As the business owner at WSI Digital Path, Vaughan, she takes great pride in delivering powerful but cost-effective solutions for her clients.
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