Bounce rate is changing in Google Analytics 4 (GA4) and it's harder to find. It's also got a new best friend! Say hello to engagement rate. Find out about bounce rate and engagement rate in GA4 and discover some easy ways to reduce the bounce rate on your website.

Engagement Rate

Engagement rate is a key metric in Google Analytics 4 that can help you understand how engaging your content is with your audience. Engagement rate is calculated by taking the number of engaged users (defined as those who interacted with your content in some way) and divide it by the number of sessions.

This metric is important because it can help you understand how well your content is performing and whether or not users are finding it engaging. A high engagement rate means that users are interacting with your content and a low engagement rate means that they are not.

Bounce Rate

The opposite of engagement rate is bounce rate.

Bounce rate is a metric in Google Analytics that measures the percentage of sessions in which users only view one page on your site before leaving. A high bounce rate can indicate that users are not finding your content engaging and are leaving quickly. However, in Google Analytics 4 (GA4) bounce rate is changing. It is being replaced in favour of engagement rate.

Also, with Google Analytics 4 (GA4) bounce rate will not be featured in your reports by default. You will have to add bounce rate to GA4 reports manually.

To summarise;

High engagement rate = a low bounce rate

High bounce rate = low engagement rate

3 ways to reduce bounce rate/increase engagement rate on your website.

1. Improve your website design

Improving your website design can significantly decrease bounce rates and improve user experience. By creating clear and intuitive navigation, potential customers can easily find the information they are looking for. In addition, optimizing website speed will ensure that visitors stick around instead of getting frustrated and clicking away. As a business owner, investing in improving your website design is crucial for driving traffic and converting visitors to customers. So don't let a high bounce rate scare potential customers away - take action to improve your website design today.

2. Create compelling content

Have you ever clicked on a website only to immediately leave it? We've all been there! So, how do you reduce bounce rate and keep visitors engaged? One answer lies in creating compelling content. First, focus on a clear and attention-grabbing headline. Then, offer valuable information or resources that keep readers interested and wanting more. Link to this content with internal links that help a user to visit other pages of your website. Ensure that your content is easy to read and navigate, with visually appealing graphics or photos. Finally, try to incorporate those keywords that customers are searching for to increase the likelihood of your website appearing in search results. By following these tips, you can create content that reduces bounce rate and keeps readers engaged.

3. Use engaging visuals

One effective way to keep visitors engaged and reduce bounce rate is through the use of visually appealing graphics and images. Eye-catching visuals can draw in viewers and hold their attention longer, prompting them to explore and interact with other elements on the page. You can also insert internal links on any images or graphics that take users to other relevant pages of your website. In addition to increasing engagement, using relevant visuals can also enhance the overall message and help convey information more effectively. So next time you're designing your website, consider incorporating engaging visuals to keep visitors engaged and ultimately lower the bounce rate.


There are several ways to reduce bounce rate and increase engagement rate, including improving website design, creating compelling content, and using engaging visuals. By taking these steps, you can ensure that potential customers stick around instead of clicking away. So don't let a high bounce rate scare potential customers away - take action to improve your website today.