Google Analytics 4 has been updated and the 'Bounce Rate' metric no longer appears in reports.
In GA4 (Google Analytics 4), Google replaced “bounce rate” with “engaged sessions”, valuing user behavior also through engagement.
Bounce Rate vs Engagement
There are a few ways to analyze your website's performance. In Analytics, a bounce was determined by the following user action: when a user started a session and ended it without taking any action.
In more technical terms, a bounce was measured when a single request to the Analytics server was triggered. The user opened just one page on your site and left without triggering any further requests to the Analytics server.
It's not that this analysis has been completely banned, Google has simply inverted the way it analyzes. Instead of identifying who leaves, the focus is on understanding who arrives and stays. It also takes the opportunity to understand the quality of this permanence. This is the idea behind the engagement rate.
Engagement Rate in Google Analytics
The official Google Analytics Twitter account has stated that indonesia whatsapp data to be considered “engaged,” a session must result in a conversion. In other words, it must last more than 10 seconds or have multiple screens or page views. When calculating the engagement rate, GA4 analyzes the frequency of these sessions.
To get an idea of how to evaluate your website's performance in terms of engagement, you need to know that your engagement rate may be slightly higher than the inverse of your bounce rate.
This happens because some sessions that would previously have been considered 'bounces' can now be considered 'engaged sessions' if the user remains on the page for more than 10 seconds.
Page Value in Google Analytics
A good analysis to do is the Page Value. This is the average value of a page visited by a person before they reach the goal page or even the online store conversion page. This is because the bounce rate was a very comprehensive metric and open to different analyses, just like the engagement rate.
By analyzing page value, you can measure the financial value that your pages are generating. With it, you can know exactly which pages contributed to the revenue generated on your website.
However, if a page was not part of any e-commerce transaction, its value will be R$0.00. After all, it was not accessed before any financial transaction.
Conclusions about bounce rate in GA4
Now that bounce rate is no longer a factor in your Google Analytics reports, think about the bigger picture. Are you still wondering why the focus is increasingly on people’s experience? Google wants to understand how real users react to the content on your pages.
You need to pay close attention when creating your website or, if you already have one, you also need to pay attention to the structure of the pages. Ensure that users have a good experience.