Commitment rate (GA4)

A native metric in Google Analytics 4 that measures the proportion of sessions classified as "engaged, " i.e., sessions during which the user performed an action demonstrating some form of involvement on the site or application.
It replaces the classic bounce rate in Universal Analytics, with a logic more focused on visit quality.

📐 Calculation method in GA4:

Engagement rate = (Number of engaged sessions ÷ Total number of sessions) × 100

A session is considered "engaged" in GA4 if it meets at least one of the following criteria:

1. The user remains active on the page for at least 10 seconds (can be changed in the property settings).
2. It triggers a conversion event (e.g., form submitted, purchase, strategic click, etc.).
3. He views two or more pages or screens during the session.

🎯 Interest in CRO:

The engagement rate in GA4 is a behavioral KPI upstream of conversion. It allows you to:

• to assess the attractiveness or ability of content to hold attention,
• detect drops in interest (pages with high traffic but low engagement),
• measure the impact of an A/B test on attention quality, even if the final conversion does not (yet) change,
• better assess the quality of incoming traffic by channel, campaign, or device.

🧪 Use in A/B testing:

• Can be used as a primary KPI for testing on top-of-funnel pages (e.g., landing pages, editorial pages, product pages).
• Serves as a secondary KPI to validate the effect of a UX change on the ability to maintain user attention.
• Allows youto identify potential variations that deserve to be explored further or repeated.
• Complete the reading of the CVRs by providing a qualitative indicator for the session.

📊 Advanced reading in GA4:

• Available in standard reports (“Engagement” > “Overview” or “Pages and Screens”),
• Can be crossed by channel, source, device, page, or custom event,
• Integrates with explorations (free explorer, custom funnels) to track the paths of engaged vs. unengaged users.

✅ Best practices :

• Adjust the 10-second threshold according to the type of site (e.g., media ≠ e-commerce).
• Complete the tracking by definingrelevant conversion events to capture true intentions.
• Do not interpret the engagement rate in isolation: it is essential to cross-reference it with business KPIs such as CVR, AOV, or retention.
• Use it to prioritize pages to test or optimize in a CRO roadmap.

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