[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbounce-rate-vs-engagement-rate-what-is-the-difference-and-which-should-you-use":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":350,"breadcrumbs":351,"reading_minutes":162,"category":359,"head":361},"2024-07-23T13:49:31",{"rendered":6},"\n\u003Cp>Understanding user interaction with your website is crucial and Google Analytics 4 (GA4) introduces two key metrics to help you with this: Bounce Rate and Engagement Rate. \u003C\u002Fp>\n\n\n\n\u003Cp>Each offers unique insights, such as Bounce Rate, a familiar term from previous versions of Google Analytics, which measures the percentage of single-page sessions where users leave without further interaction, and Engagement Rate, a newer, more nuanced metric in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F\">GA4\u003C\u002Fa>. Engagement Rate reflects the percentage of sessions that last longer than 10 seconds, have a conversion event, or involve multiple page views. Unlike Bounce Rate, a high Engagement Rate indicates effective user interaction and content relevancy. Explore how Bounce Rate and Engagement Rate can enhance your approach to website analytics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"bounce-rate\">\u003Cstrong>Bounce Rate\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Bounce rate has been a marketing term for ages. However, the actual definition and meaning are often misunderstood by marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Bounce Rate\u003C\u002Fstrong> represents the percentage of visitors who visit a website, but only visit one page before leaving.\u003C\u002Fp>\n\n\n\n\u003Cp>This can be misleading, as not all bounces are equal and the type of website and page should be considered. A standard Ecommerce website with a clearly defined checkout process is a perfect example where Bounce Rate can be extremely useful. \u003C\u002Fp>\n\n\n\n\u003Cp>On sites where single pageview sessions are common, the usefulness of Bounce Rate becomes debatable. For example, a website providing food recipes will frequently find a user only viewing the specific recipe that interests them before leaving. If they get the information they need, then the session could be considered successful, yet the session is also considered a bounce.\u003C\u002Fp>\n\n\n\n\u003Cp>Clearly, a nuanced approach to analysing Bounce Rate is needed, rather than simply trying to lower Bounce Rate at all costs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"engagement-rate\">\u003Cstrong>Engagement Rate \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With the introduction of GA4, Google has introduced an updated definition and a new metric – Engagement Rate. This can be thought of as a companion metric to Bounce Rate.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Engagement Rate\u003C\u002Fstrong>, introduced with GA4, is defined as the percentage of sessions that are engaged sessions. An engaged session is a session that meets one of the following conditions:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>lasts 10 seconds or longer\u003C\u002Fli>\n\n\n\n\u003Cli>triggers one or more key events\u003C\u002Fli>\n\n\n\n\u003Cli>has two or more page views\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In GA4, the \u003Cstrong>Bounce Rate\u003C\u002Fstrong> is now calculated as 100% minus the Engagement Rate (note this is a different definition to UA). The difference in definition between UA & GA4 can be seen in this table (taken from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11986666?hl=en#bounce_rate_vs_engagement_rate\">Google’s Analytics help article\u003C\u002Fa>)\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"957\" height=\"620\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fbounce-rate-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29717\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"which-rate-should-be-used\">\u003Cstrong>Which rate should be used?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In effect, the two rates are complementary in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">Google Analytics 4\u003C\u002Fa>. If you know one rate, you can work out the other.\u003C\u002Fp>\n\n\n\n\u003Cp>Which is best? I’d argue for using Engagement Rate, for a few reasons:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>To make it clear that there is a fundamental difference in how GA4 records these sessions compared to UA\u003C\u002Fli>\n\n\n\n\u003Cli>Engagement is a more intuitively understood concept than bounce.\u003C\u002Fli>\n\n\n\n\u003Cli>An increase in Engagement Rate signifies an improvement, aligning with how most metrics are interpreted.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],41,[],[13],183,[15,16,17,18,19,20,21,22],"post-29702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":158},[25,112],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Bounce Rate vs. Engagement Rate – What is the difference and which should you use?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},77,"\u002Fabout\u002Four-team\u002Falex-howat\u002F","Alex Howat","Associate Consultant (Media Solutions)","I'm part of the growing Media Solutions team here at Impression, where I dive into all manner of clients reports and tracking implementations.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":57},"\u003Cp>Associate Consultant (Media Solutions). Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I’ve been working in digital marketing since 2016, starting out in paid media. Within a few years I grew to lead the team and become a part of the senior management team, it was during this time that I had the chance to lead on wider projects that involved SEO and CRO. I came to realise that my passion was in the data and reporting side of digital and so I looked to explore a new opportunity that would allow me to do more of what I loved.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day sees me modifying and designing new templates for client reports, setting up and maintaining tracking capabilities for our clients and reviewing many analytics accounts. I also work very closely with our data warehousing partner.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Working on a big charity Analytics project – the \u003Ca href=\"https:\u002F\u002Fwww.charitycomms.org.uk\u002Fdigital-benchmark\">Digital Benchmark\u003C\u002Fa> and my Masters in Maths.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to cycle, watch racing cars and listen to music.\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},17552,"98","2022-05-27 14:20:35","","Media Solutions","publish","closed","media-solutions","2026-09-25 09:15:12",0,"\u002F?page_id=17552","page","0","raw","\u002Fmedia-solutions\u002F",{"ID":58,"id":58,"title":59,"filename":60,"filesize":51,"url":61,"link":62,"alt":45,"author":63,"description":45,"caption":45,"name":64,"status":65,"uploaded_to":51,"date":66,"modified":66,"menu_order":51,"mime_type":67,"type":68,"subtype":69,"icon":70,"width":71,"height":72,"sizes":73},7455,"Alex-Howat","kMgPqCLz-Alex-Howat.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&q=90","\u002Falex-howat\u002F","12","alex-howat","inherit","2021-06-29 09:38:24","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":74,"thumbnail-width":75,"thumbnail-height":75,"medium":76,"medium-width":77,"medium-height":78,"medium_large":79,"medium_large-width":80,"medium_large-height":81,"large":82,"large-width":83,"large-height":84,"1536x1536":85,"1536x1536-width":86,"1536x1536-height":87,"2048x2048":88,"2048x2048-width":89,"2048x2048-height":90,"post-thumbnail":91,"post-thumbnail-width":92,"post-thumbnail-height":93,"12_col":94,"12_col-width":95,"12_col-height":96,"default_landscape":97,"default_landscape-width":98,"default_landscape-height":72,"default_portrait":99,"default_portrait-width":72,"default_portrait-height":98,"6_col_and_margin_short":100,"6_col_and_margin_short-width":92,"6_col_and_margin_short-height":96,"11_col_and_margin":101,"11_col_and_margin-width":102,"11_col_and_margin-height":96,"9_col_rectangle":103,"9_col_rectangle-width":104,"9_col_rectangle-height":105,"11_col":106,"11_col-width":107,"11_col-height":96,"staff_image_696_600":108,"staff_image_696_600-width":71,"staff_image_696_600-height":72,"rectangular_thumbnail":109,"rectangular_thumbnail-width":110,"rectangular_thumbnail-height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":113,"reduced":27,"top_overlap":114,"bottom_underlap":114,"disable_observer":-1,"heading":115,"cta_text":116,"cta_link":117,"items":118},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[119,133,145],{"type_key":16,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":130},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127],{"name":128,"image":129},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":131,"name":132},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":144},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":142,"image":143},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":131,"name":132},{"type_key":16,"title":146,"excerpt":147,"to":148,"postedAt":149,"readingTime":150,"image":151,"authors":152,"category":157},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[153,154],{"name":33,"image":36},{"name":155,"image":156},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":131,"name":132},{"type":159,"style":160,"heading":28,"date":4,"updatedAt":161,"reading_minutes":162,"image":163,"imageAlt":28,"categories":164,"collections":349},"blog-post","light","2024-07-23T13:49:32",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[165],{"id":10,"count":166,"description":167,"link":131,"name":132,"slug":168,"taxonomy":169,"parent":51,"meta":170,"acf":171,"head_links":172,"resource_count":173,"yoast_title":174,"yoast_meta":175,"yoast_json_ld":220,"_links":317,"path":131},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":45,"title_override":45},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[176,178,181,184,187,190,193,195,197,199,202,205,208,211,214,217],{"property":177,"content":174},"title",{"property":179,"content":180},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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