Engagement rate
The engagement rate is the percentage of interactions (e.g., clicks, shares) relative to impressions or reach. It serves as a key metric in SEO and marketing for measuring content effectiveness and adjusting strategies.
The interaction rate is the friendlier sibling of the bounce rate: it doesn't count who leaves, but rather who stays and takes action. In Google Analytics 4, an interaction is defined as, among other things, a visit lasting longer than ten seconds, encompassing two pages, or triggering an event.
This makes the figure more meaningful than the old bounce rate. A value of 60 percent or higher is considered good; below 40 percent, a closer look is warranted. The breakdown by source remains crucial: visitors from organic search typically have a 10 to 20 percentage point higher rate than those from paid ads because they searched specifically for content rather than simply clicking on a link.
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