Which metric is generally used to measure user engagement within Google Analytics 4?

User engagement in Google Analytics 4 is primarily measured by the metric of active users. This metric reflects the number of unique users who engage with your website or app over a specified period of time. It captures users who have initiated a session and interacted with your content in a meaningful way, thus providing a clearer picture of overall user engagement.

Active users can be tracked in different timeframes—such as daily, weekly, or monthly—and help to understand user retention and the effectiveness of your marketing strategies. This is particularly useful for assessing how many unique visitors are returning to your site, indicating that users find value in the content or services provided.

In contrast, other metrics like page views count the total number of pages seen, which may not accurately reflect engagement if users simply glance at a page without meaningful interaction. Bounce rate looks at single-page sessions where users leave without further interaction, which can be a less holistic measure of engagement. Goal completions track specific actions users take, such as filling out a form or making a purchase, but do not provide a comprehensive view of overall user engagement across a website or app. Thus, the active users metric stands out as the most effective measure for understanding user engagement in GA4.