Google Analytics 4: Avg Engagement Time Per User

As discussed in the Misunderstood Metrics article, a good measure for success of your web content is ‘user engagement time per user’. That number requires a calculation of the standard metrics User engagement / Total users. Here is how to create that calculated metric in Google Analytics 4 so you can easily include it in your reports.

To create a new calculated metric in your Google Analytics 4 property, go to the Admin panel and click the Custom Definitions link. Switch to the Calculated metrics section and click the Create Calculated Metric button.


Then fill out the panel and click Save — here is what I did:

After a brief processing time, the metric will be available to use in your reports. Since it is calculated from existing metrics, there is no need towait for it to be populated like other custom fields — you can use it in retroactive reports.