In Google Analytics 4, engagement rate is the share of sessions classified as engaged. Google’s criteria consider session duration, key events and page or screen views. This is a defined analytics measure, so it should not be presented as a count of people who are ready to book. Source: Google Analytics: Engagement rate and bounce rate

Read it alongside a task

If 140 of 200 sessions are engaged in a worked example, the engagement rate is 70%. For a travel guide, review that figure alongside the action the page is intended to support. This separates interaction with the page from the enquiry outcome the team may also want to understand.

Keep settings visible

Record the relevant settings and key events when comparing periods or pages. If those definitions change, flag the change in the report. This gives the team a fairer basis for discussing the result and avoids treating a measurement change as proof that the content became more or less useful.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.