Time period: 90 days
Page type: Insights
The following benchmarks are based on the top 10 pages in GA4, calculated using average performance metrics over the past 90 days (organic traffic only).
| Total views | Avg. Engagement Time | Bounce Rate | New Users | Returning Users | Avg. Session Duration |
|---|---|---|---|---|---|
| 8,134 | 56s | 30.74% | 4,344 | 1,462 | 3m 2s |
Glossary:
- Total Views: This measures the number of times a page was viewed (includes repeat views from the same users)
- Avg. Engagement Time: The average amount of time users actively engages with the page (mouse movement, scrolling, clicks, etc.).
- Bounce Rate: The % of sessions that begin and end on the same page without any interaction.
- New Users: Visitors who are landing on your website for the first time (based on GA4’s ability to track their device/browser with a unique identifier).
- Returning Users: Visitors who have already visited your site before and are coming back again.
- Avg. Session duration: How long users stay during a full visit (which can include multiple pages)
What to look for on your page:
Total Views
Good Signs:
- High total views means page is getting strong visibility, ranking well, or being effectively promoted.
Bad Signs:
- Low views on key pages means content is hard to find or poorly promoted and needs better linking or SEO.
- Note: High views but low engagement or high bounce means the page is attracting unqualified or uninterested traffic.
Avg. Engagement Time
Good signs:
- 60s+ on most content pages means people are reading, watching, or interacting. For insight-heavy pages, high engagement time means the content is valuable.
Bad signs:
- Under 20s means people are skimming or bouncing, could signal poor layout, weak content, or that the page doesn’t meet expectations. (note: If paired with a high bounce rate, it is time to make adjustments immediately).
Bounce Rate
Good signs:
- Low bounce rate (under 40%) means users are engaging or navigating to other pages, good UX, relevant content and clear CTAs
Bad signs:
- High Bounce rate (above 70%) means visitors are leaving without interaction, indicating misaligned messaging, poor design or slow load times
New & Returning Users
Good signs:
- High % of new users means strong traffic through SEO, paid or socials, this is great for awareness stage content
- Moderate to high % of returning users means the content on the page has value, so users are coming back, this is ideal for nurturing or decision-making pages.
Bad signs:
- Low new users means the page is not attracting new traffic and may need better SEO/promotion
- Very low returning users means the page lacks long term value/ doesn't support a multi-touch journey
Avg. Session Duration
Good signs:
- 2 – 4 mins means users are spending time across multiple pages, showing a healthy level of interest and engagement
Bad signs:
- Under 1 min means the visits are short, could indicate friction, confusion or dead-end pages