Engagement Rate

Engagement rate refers to all metrics that measure visitor engagement to a given website or mobile app.

Engagement metrics for websites:

Avg. Visit Duration: Average duration of the visit in hours, minutes, and seconds. Longer visits may suggest that visitors interact more extensively with the website, which may mean they find it a rich source of relevant information and knowledge. The more time a visitor spends on the website, the more likely they are to convert. Note: This average includes bounced visits. For more information, see our Glossary.
Average Page/Visit: Average pages per visit for the selected time period.
Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page. For more information, see our Glossary.

Engagement metrics for mobile apps:

Install Penetration: Percentage of devices in the defined market with the app installed (Average). For more information, see our Glossary.
Downloads: App downloads from the store (sum).
Daily Active Users: Unique daily active users (avg.).
Monthly Active Users: Unique monthly active users (Average) [BETA].

To learn more about how you can effectively calculate engagement rate, see our blog post How to Calculate Engagement Rate Effectively.