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All lessons in Digital and Web Analytics Lesson 3.4 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Engagement metrics and conversion metrics

This lesson covers

  • What counts as an engaged session in GA4
  • How GA4 bounce rate works
  • Why conversions matter more than engagement

Short answer

Engagement metrics show whether visitors found value. In GA4, an engaged session lasts over 10 seconds, has a conversion, or has two or more page views. Conversion metrics show whether visitors took a valuable action, like buying or submitting a form. Engagement is a signal, but conversions are the outcome.

Engagement metrics

  • Engaged session (GA4): lasted over 10 seconds, had a conversion, or had 2 or more page views.
  • Engagement rate: engaged sessions divided by total sessions.
  • Bounce rate (GA4): the opposite of engagement rate.
  • Average engagement time: time the page was in focus.

Conversion metrics

  • Conversions / key events: completed goal actions such as purchases or leads.
  • Conversion rate: conversions divided by sessions or users.
  • Revenue and average order value.

Engagement is a signal. Conversions are the outcome. A page can be highly engaging and still fail to convert.

Quick quiz

1. Which is NOT a condition for an engaged session?
2. GA4 bounce rate is...

Your action

Key terms

Engaged session
A session over 10 seconds, with a conversion, or with 2+ page views.
Engagement rate
Engaged sessions divided by all sessions.
Bounce rate
In GA4, the share of sessions that were not engaged.
Key event
A GA4 event marked as a conversion.

Questions beginners ask

Is a high bounce rate always bad?

No. A contact page where people find your number and call may bounce but still succeed.

What did GA4 rename conversions to?

Key events. Many people still call them conversions.

Related lessons

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