How does GA4 calculate ‘average engagement time’ and what distinguishes it from Universal Analytics bounce rate?

Google Analytics GA4 Hard

Google Analytics GA4 — Hard

How does GA4 calculate ‘average engagement time’ and what distinguishes it from Universal Analytics bounce rate?

Key points

  • GA4 focuses on active foreground time for engagement
  • Engagement rate replaces bounce rate in GA4
  • GA4 provides a more meaningful measure of user attention
  • Universal Analytics uses session-based bounce rate

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