When the sunset of GA Universal was announced, articles like this one theorized that bounce rate would die with it.
For those who are not familiar with what that is, the bounce rate is the number of people who leave without doing anything.
(In reality, it’s a little more complex than that, and the computation takes into consideration things like sessions that time out after 30 minutes, whether or not clicks to PDF prevent a bounce, etc. However, the short definition of bounce rate is good enough for this discussion.)
The GA4 counterpart for understanding whether people just leave or use your website extensively is called engagement rate.
Understanding Engaged Sessions
Engagement rate is kind of the opposite of bounce rate – it is the number of engaged sessions divided by the total number of sessions.
However, to understand that, you also need to know what an engaged session is. An engaged session is a visit that meets any one of these criteria:
- lasted longer than 10 seconds
- had a conversion event
- had at least 2 pageviews or screen views
Adding Bounce Rate in GA4
Because of that added complexity, some marketers still prefer bounce rate. The good news is that the demise of bounce rate is widely exaggerated. It’s dead simple to add it back to the report of your choice:
1. Choose Reports on the menu.
2. Pick the report you want to edit. Then, click Customize report.
3. In the Report Data section of the right panel, select Metrics.
4. Add “Bounce rate”.
5. Click Apply.
6. Click Save for the changes on your report to take effect.