This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Engagement reports

The Engagement topic lets you measure user engagement by the events and conversion events that users trigger and the web pages and app screens that users visit. The reports can help you see the pages and screens with the most user engagement, as well as understand user behavior through events.

Access the Engagement reports

To access the Engagement reports, click Reports > Engagement in the left navigation. If you don't see the topic, an administrator may have removed it from the navigation.

Engagement overview

The Engagement overview report summarizes engagement data across the other reports in the Engagement topic. The report can help you get a more holistic view into user engagement across your websites and apps.

The overview card in the report shows engagement metrics with a trendline for each metric. These engagement metrics show you how long users stay on your site or app before leaving.

Note: The overview card on the Engagement overview report may include an Average engagement time tab. Google Analytics calculates the number on the tab by adding the user engagement times for all the days in the specified date range and then dividing by the number of active users in the date range. Analytics calculates individual data points in the graph by dividing the user engagement time by the number of active users for that day.

User stickiness

The user stickiness ratios populate automatically as users engage with your website or mobile app. The ratios compare engagement by active users over a narrower time frame with their engagement over a broader time frame. The ratios can help you understand how well you retain users over time — higher ratios suggest good engagement and user retention.

Google Analytics calculates the following ratios automatically:

  • Daily Active Users (DAU) / Monthly Active Users (MAU)
  • Daily Active Users (DAU) / Weekly Active Users (WAU)
  • Weekly Active Users (WAU) / Monthly Active Users (MAU)

The ratios consist of the following values:

  • Daily Active Users (DAU): the number of active users in the last 24 hours
  • Weekly Active Users (WAU): the number of active users in the last 7 days
  • Monthly Active Users (MAU): the number of active users in the last 30 days

For example, the ratio "DAU / MAU" shows the percentage of users who engaged with your website or app in the last 24 hours compared to those who engaged in the last 30 days. If users engaged with your website or app daily, the ratio will be 100%. If some users engaged with your site or app in the past month, but didn't visit in the past day, the ratio will be less than 100%.

User engagement

The User engagement metric shows the time that your app screen was in the foreground or your web page was in focus. When your site or app is running but no page or screen is displayed, Analytics doesn't collect the metric. The metric can help you understand when users actively use your website or app.

The metric comes from the user_engagement event. Analytics sends the event when a user navigates off the page, which happens when a user closes their tab or window, when they navigate to another page or screen, or when they reload the current page. The event includes the session engagement status and user engagement duration. The event isn't sent when an event was already sent less than 1 second before the event would have occurred.

Analytics passes the user_engagement event through the &_et parameter with every event. Analytics omits the parameter if there was no engaged time since the previous event in the session. For example, Analytics omits the parameter when sending the first_visit and session_start events because no engagement happens before these events. Also, the first event from each page (e.g., page_view) doesn't have an engaged time.

How events and conversions are populated

The Events and Conversions reports show the number of users who trigger the events and conversion events on your website or mobile app, and how frequently the events and conversion events are triggered.

The Events report includes the name of every event that's sent to Google Analytics. When you first set up Google Analytics, you will see only the automatically collected events and (when you enable them) the enhanced measurement events. Adding recommended events and your own custom events enables you to collect more data in the report.

The Conversions report shows only the events that you mark as conversions. To learn how to mark an event as a conversion, see Set up and manage conversion events. Once you mark an event as a conversion and someone triggers the event, you will see data about the event in the Conversions report.

How pages and screens are populated

The Pages and screens report shows the pages (from your websites) and screens (from your mobile apps) that users visit most frequently.

Google uses the <title> HTML tag on a web page to get the title of a page that a user visits. You can change the text that appears in Google Analytics by updating the HTML tag in the following place on your website:

<!DOCTYPE html>
<html lang="en">
<head>
    <!-- Your tag goes here -->
    <title>The title of the page</title>
</head>
<body>
    <!-- The part of your site that's shown to users -->
</body>
</html>

To populate the name of the screen that a user loads, Google uses the UIViewController from your iOS app or the Activity from your Android app.

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