Cad é Engagement rate?

Engagement rate is the share of sessions that count as engaged, meaning the visitor did more than glance and leave. Typical criteria are viewing a second page, triggering a conversion or custom event, or staying on the page past a time threshold (GA4 uses 10 seconds).

It exists largely as a friendlier framing of bounce rate: a page with a 40 percent bounce rate has a 60 percent engagement rate. The framing matters because "engaged" definitions vary by tool, so a 55 percent engagement rate in one product is not comparable to 55 percent in another. Check what your tool counts before comparing numbers across platforms, and be suspicious of engagement rates above 90 percent, which usually mean the bar for "engaged" is set very low.

Use it as a directional signal per page or per channel, then dig into specific behavior like scroll depth or funnel progress to understand what the engaged visitors actually did.