Plain-language questions
Ask for engagement rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Engagement rate: formula and example.
Engagement rate is the number of engaged sessions divided by the total number of sessions. In Google Analytics 4, a session counts as engaged if it lasts longer than 10 seconds, has at least two page views or includes a conversion. On social media, engagement rate means something else: interactions such as likes and comments relative to reach or followers.
Engagement rate formula
Number of engaged sessions ÷ total number of sessions × 100%
Worked example
In September, Acme Groothandel's website had 18,000 sessions, of which 10,440 were engaged. Engagement rate is 10,440 ÷ 18,000 × 100% = 58%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher engagement rate means more visitors actually do something on your site. Compare it by channel and landing page: channels with a low rate often bring traffic that does not match your offer. Track it over time and mainly compare with your own past figures.
Pitfalls with engagement rate
- Comparing GA4 website engagement rate with social media engagement rate, which is a different KPI.
- Forgetting that the 10-second threshold in GA4 can be changed, so figures differ between properties.
- Treating a high engagement rate as success without looking at conversions.
SQL & DAX
Calculating engagement rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', session_date) AS month,
source_medium,
SUM(sessions) AS sessions,
SUM(engaged_sessions) AS engaged_sessions,
ROUND(100.0 * SUM(engaged_sessions) / NULLIF(SUM(sessions), 0), 1) AS engagement_rate_pct
FROM web_sessions
GROUP BY 1, 2
ORDER BY 1, sessions DESC;Engagement Rate =
DIVIDE(
SUM(WebSessions[EngagedSessions]),
SUM(WebSessions[Sessions])
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate engagement rate?
Divide the number of engaged sessions by the total number of sessions and multiply by 100%. With 10,440 engaged sessions out of 18,000, engagement rate is 58%. GA4 shows this figure in its standard reports.
What counts as an engaged session in GA4?
An engaged session is one that lasts longer than 10 seconds, has at least two page or screen views, or includes a conversion. Any one of the three is enough. You can change the default 10-second duration in the settings.
How do you calculate engagement rate on social media?
On social media, divide the number of interactions, such as likes, comments, shares and clicks, by reach or by follower count. Platforms use different denominators, so state which one you use. It is a different KPI from your website engagement rate.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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