Engagement rate refers to all metrics that measure visitor engagement to a given website or mobile app.
Engagement metrics for websites:
Average Visit Duration: Average time on a site for the selected time period.
Average Page/Visit: Average pages per visit for the selected time period.
Bounce Rate: Average percentage of users who view only one page before leaving the website for the selected time period.
Engagement metrics for mobile apps:
Install Penetration: Percentage of devices in the defined market with the app installed (Average).
Downloads: App downloads from the store (Sum).
Daily Active Users: Unique Daily Active Users (Average).
Monthly Active Users: Unique Monthly Active Users (BETA) (Average).
To learn more about how you can calculate engagement rate effectively, see our blog post How to Calculate Engagement Rate Effectively.