The switch from Universal Analytics (UA) to Google Analytics 4 (GA4) presented a new future-forward approach to data collection for publishers and website owners. However, it also created a new set of challenges as visibility into quite a few previously key metrics seemed to disappear, including:

The good news is that Google didn't remove these standard UA metrics but they did make it a bit more difficult for publishers to find them within GA4.

In this article, we explore GA4 vs. Universal Analytics, and more specifically, where you can find Bounce Rate, now known as Engaged Sessions in GA4, and the key differences and similarities between each category of data collection.

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Before we dive into Bounce Rate vs. Engaged Sessions, and where to locate each in GA4, please note that if you would prefer to continue using any of the above-noted UA metrics rather than the updated GA4 metrics, the Explore section of GA4 allows you to access a wide range of custom reports so you may continue reviewing the old standard UA metrics.

GA4_Explore

Now, let’s explore GA4 Engaged Sessions, the metric introduced with Google's transition from Universal Analytics to GA4 as a “replacement” for Bounce Rate, so you understand the important differences between each.

 

 

Bounce Rate vs. Engaged Sessions

Bounce Rate: A measure of the total number of sessions where a user almost “immediately” turns around and leaves your site after arriving.

Engaged Sessions: GA4’s answer to bounce rate isn’t exactly a replacement metric. Rather, it narrows your window of view by looking only at engaged sessions. A session isn’t considered “engaged” if the user bounces and thus isn’t counted in the total number of “engaged sessions.”

You’ll notice in most of the standard reports in the Acquisition area of GA4 that columns for both Sessions and Engaged Sessions are shown next to each other, which provides deeper insight into what percentage of your sessions are engaged.

GA4_Bounce Rate_Engaged Sessions and Sessions Columns-1

The key difference between Sessions and Engaged Sessions and the former, Bounce Rate, is that these two numbers tell you what percentage of your sessions are “unengaged” while bounce rate would essentially be a subset of that.

Further, there are plenty of reasons why you’d want to know each metric, and tracking major changes in either would indicate a behavioral change on your site to be aware of. 

But if you run ads, Engaged Sessions are the best measurement to follow. This metric will allow you to see where on your site you’ll be able to make the largest impact on ad revenue by serving in-view ads to your truly engaged users.

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How to Find Bounce Rate in GA4

1. As mentioned above, you can still find Bounce Rate in GA4, but you'll need to dig a little deeper than you once did in Universal Analytics. First, head to Explore in the left menu, then select a Blank Exploration report.

GA4_Explore

2. Click the + next to Metrics.

GA4_Explore_Metrics +-1

3. Navigate to and select Bounce Rate under the Session tab.

GA4_Explore_Bounce Rate-1

4. Choose the line chart visualization.

GA4_Explore_Line Chart-1

5. Then drag the Bounce Rate block from under Metrics to the Values area.

GA4_Metrics_Bounce Rate-1

From there, you can adjust your date ranges and filters, as desired, to see changes in your Bounce Rate over time.

You can also play with other visualization methods like tables, rather than a line chart, and more to combine Bounce Rate with other data streams to look at them simultaneously or add Segments in the right-hand menu that allow you to narrow your results to a specific category (e.g. just on sessions generated from Organic Traffic or other specific digital marketing efforts).

Playwire: Helping Publishers Understand User Engagement

At Playwire, it’s our job to help publishers and content creators understand how ads affect user engagement. 

Ensuring you earn the most revenue possible is a balancing act between maintaining user engagement and engaged sessions with strategic ad injection. Too many ads mean shorter and fewer sessions. Too few ads mean you’re probably missing revenue opportunities. We’re here to help you walk the tightrope.

To learn all the ins and outs of maintaining the balance between SEO and ad revenue, ad layout, and user experience, jump into our ad layout course or contact us for help!

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